Influence Of Relationship Marketing On Customers’ Loyalty Among Solar Power Consumers In Ekiti State, Nigeria

Abstract:

The study investigated the effect of Customers Relationship Marketing on Customers’ Loyalty among Solar Power Consumers in Ekiti State, Nigeria. The study employed simple linear regression. The research findings revealed that customer loyalty is being explained by customer relationship marketing dimensions (commitment, trust and Customers’ complaint handling) to the tune of 60%, 68% and 91% respectively. The null hypotheses that relationship marketing components do not significantly affect customers’ loyalty were tested and rejected, their P-Values having been found significant at 0.05 level of significance. Thus, the alternative hypotheses were upheld. The study therefore recommends that solar power firms need to maintain a definite strategic plan to maintain customers’ trust, commitment and company’s customers’ complaint handling system as well as to show more care and concern when relating to their customers as all these give the consumers a sense of assurance and honor as revealed by the study.