Relationship Marketing and Quality of Service Delivery in Banking Sector: Empirical Evidence from Fidelity Bank Plc, Lagos, Nigeria
Keywords:
Marketing Philosophies, Relationship Marketing, Quality of Services delivery, Banking SectorAbstract
The intensity of competition in today’s business environment has challenged the adequacy of the traditional marketing orientation to deliver expected service quality that results in customers’ satisfaction; hence, there is need for a shift from the traditional marketing philosophies, which are characterized by intense competition and conflict to modern marketing philosophy which ensures a mutual, profitable and sustainable relationship. The focus of this research is to ascertain the impact of staff competence and effective communication on quality of service (responsiveness, reliability, and empathy) delivered by Fidelity Bank Plc, Lagos State. A survey design was utilized to retrieved data from a sample size of one hundred and eleven (111) staff of Fidelity Bank Plc Apapa Region, Lagos state, and this was collected through questionnaire administered using convenience sampling technique. The study employed descriptive statistics, regression analysis, and ANOVA to examine the hypotheses. The results indicated a positive correlation between staff competence, effective communication, and the quality of service provided to customers (including responsiveness, reliability, and empathy) at Fidelity Bank Plc in the Apapa Region of Lagos State. Consequently, it was concluded that relationship marketing substantially influences the delivery of quality service within the banking sector.
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