THE EFFECT OF RELATIONSHIP MARKETING ON ORGANIZATIONAL PERFORMANCE
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ABSTRACT
This study examined the effect of relationship marketing on organizational performance using the AIICO Insurance Plc as a study. The survival, success and continuity of service organizations depend on effective relationship marketing. The effectiveness of relationship marketing in service organizations determine to a great extent the performance of the organization as well as the satisfaction customers can derived from services rendered by the organization. For the purpose of this study, the survey research design was used to study a representative size of the population total of 371 sample size was studied from a target population of 1,452. Similarly a sample of 6 was purposely selected from a total number of 30 AIICO insurance staff of Lagos city branch. Questions designed in the Likert Scale Format was used as major instrument for the collection of data while mean score was used for the analysis of the research data. Findings revealed that AIICO insurance Lagos city branch regularly carried out various relationship efforts in line with the socio- cultural norms of the people of Lagos and this has translated to positive influence on patronage by its customers. The study revealed also that the business men accepted the relationship marketing of the AIICO insurance. Deriving from this therefore, the study recommends that AIICO insurance plc should increase the community social responsibility efforts for a steady long term relationship marketing and patronage in line with the focus of relationship marketing.
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