Effect of Relationship Marketing on Performance of MTN Nigeria

The study examined the effect of relationship marketing on performance of MTN Nigeria. Research conducted on the customer of MTN Nigeria in Abuja and Kaduna state. Primary data were collected using a questionnaire method to the sample respondents, and regression analysis using SPSS were used. The study findings from the statistical point of view show a significant effect of communication, commitment and satisfaction on service quality performance of MTN Nigeria. Similarly, the finding shows a very strong effect of customer loyalty performance in MTN Nigeria, thus, indicate that relationship marketing is explained by satisfaction communication, commitment and trust in customer loyalty of MTN Nigeria. The study recommend that MTN Nigeria should realize that customer satisfaction cannot be too low; likewise, not relying on trust and conflict handing will result to customers moving to competitors. Hence, service quality form customer satisfaction and trust, in comparison to conflict handling, should be more valued. Furthermore, the practical implication from this study, will bring an insight in the communications industry dominated by the five major Global System for Mobile (GSM) service providers in Nigeria, the spate of competition and the attendant competitor strategies present an interesting study to the management of MTN Nigeria. This study will inform Top management of MTN to see the need to prepare marketing strategies and well-designed practices to protect and increase their market share. One of the implications of this study is that managers will be able to know the extent of effect that the relationship marketing has on customer loyalty. In addition this study provides management with recommendations on how to ensure higher levels of service quality as the determinant of performance through relationship marketing