The impact of relationship marketing on customer satisfaction in the oil industry - case study: Total Oil Ghana Limited, Kumasi.
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Date
2008
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Abstract
Relationship marketing and customer satisfaction remain critical issues in most industries, and are even more important for oil marketing companies that offer generally undifferentiated products These parity products which they provide create competition in the oil industry In the pursuit of Oil Marketing Companies to maintain satisfied customer base, they tend to invest in areas that really do not have an impact on customer satisfaction The main objective of this study was to examine the elements that constitute relationship marketing and determine customer satisfaction levels of customers of Total Oil Ghana Limited (retail outlets) A questionnaire was developed for customers of Total Oil Ghana Limited in Kumasi to ascertain whether some elements of relationship marketing which included trust, commitment, communication, promise and shared value had an impact on customer satisfaction A hypothesis was developed to test whether each of the elements will have a positive relationship on customer satisfaction in the oil industry in Ghana. From the analysis it was observed that the main relationship marketing elements that determine customer satisfaction in the oil industry in Ghana include trust, commitment, communication, promises and shared values It was also revealed that trust, commitment, communication and kept promises had a positive relationship on customer satisfaction in the oil industry in Ghana However, shared values had a negative relationship with customer satisfaction It was also observed from the analysis that Total Oil Ghana Limited had most of their customers to be more of males than females with age group of 29-38 years It was recommended that Oil Marketing Companies in Ghana should channel their resources to the elements which include trust, commitment, communication and promise as these make their customers satisfied However the element of shared values should not be ruled out completely since today’s customer is much more dynamic.
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A thesis submitted to the Board of Postgraduate Studies, Kwame Nkrumah University of Science and Technology, Kumasi, in partial fulfilment of the requirements for the award of Master of Business Administration,September-2008