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Building Effective Marketing Partners: a Tactical Tool to Achieve Customer Retention in the Face of Strong Competitors

Author

Listed:
  • Ivelina Bayode Olusanya BABATUNDE

    (Department of Business Administration, Osun State University, Osogbo, Nigeria)

  • Idris Adegboyega ONIKOYI

    (Department of Business Administration, Osun State University, Osogbo, Nigeria)

  • Bolanle M. SANUSI

    (Department of Business Administration, Osun State University, Osogbo, Nigeria)

  • Abosede OJEWANDE

    (Department of Banking and Finance, Osun State University, Osogbo, Nigeria)

Abstract

There is a lot of competition and constant shifting of customers in today's business environment. This study, therefore, examined the impact of marketing partners (supplier, distribution, dealer, agencies and customer networking) on customer retention. A descriptive survey research method was used, and data were collected from 356 respondents in the selected deposit money banks. Multiple regression analysis was employed to analyse the formulated hypothesis. The findings showed (R2=0.713, F-test=173.999, p

Suggested Citation

  • Ivelina Bayode Olusanya BABATUNDE & Idris Adegboyega ONIKOYI & Bolanle M. SANUSI & Abosede OJEWANDE, 2023. "Building Effective Marketing Partners: a Tactical Tool to Achieve Customer Retention in the Face of Strong Competitors," Business & Management Compass, University of Economics Varna, issue 3, pages 171-181.
    • Handle: RePEc:vrn:journl:y:2023:i:3:p:171-181
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    References listed on IDEAS

    as
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    2. Han, Heesup & Hyun, Sunghyup Sean, 2015. "Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness," Tourism Management, Elsevier, vol. 46(C), pages 20-29.
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    More about this item

    Keywords

    Customer retention; deposit money banks; knowledge-based theory marketing partners; relationship marketing;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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