Examining the effects of relationship marketing on the relationship between customer decision-making and repeat purchasing

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Date
2023
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KNUST
Abstract
The primary objective of the study was to examine the effects of relationship marketing on the relationship between customer decision-making and repeat purchasing. A descriptive research design was combined with a quantitative research methodology in this study. The study population included management, staff and customers of the selected banks operating in the Kumasi metropolitan area. A study sample of 306 was selected using both purposive and convenient sampling techniques. Data was mainly analyzed using one-sample t-test, regression analysis and structural equation modelling. The study utilized questionnaires in data collection. The study showed that customer decision making significantly affect relationship marketing. The study also showed that customer repeat purchasing is significantly affected by the customer decision making process or outcome. Thirdly, the study showed that the relationship between customer decision making and customer repeat purchasing was mediated by relationship marketing. The study however showed that the mediation effects, although positive, was not significant effect. Based on the findings, the study recommended that banks in the Kumasi metropolis prioritize customer service quality, improve online banking services, maintain good reputations, offer competitive fees and charges, focus on relationship marketing, prioritize convenience and continuously monitor customer satisfaction.
Description
A thesis submitted to the department of marketing, Kwame Nkrumah university of science and technology in partial fulfilment of the requirement for the award degree of master of business administration in marketing
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