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Articles

CJBSS: VOL. 13, NO. 1, JUNE 2022

RELATIONSHIP MARKETING AND CUSTOMER PATRONAGE: MODERATING ROLE OF ORGANIZATIONAL POLICIES : A Study of May and Baker Pharmaceutical Company, Ota, Ogun State

Submitted
July 7, 2022
Published
2022-07-07

Abstract

This article critically examined Relationship Marketing and Customer patronage deploying organizational policies as the moderating variable. The paper used May and Baker pharmaceutical company as the focus of the study.  So far, it has not been clear whether or not relationship marketing is a potent factor driving successful marketing programme in an organization. The objectives of the study were to ascertain the extent to which customer service influences customer satisfaction and to find out the degree to which organizational policies moderate customer purchase decision-making. The instrument used for gathering data for the study was copies of questionnaire administered to respondents that were customers of May and Baker. A total of 200 copies of questionnaire were administered and 174 were correctly completed and returned for analysis. Descriptive research method was adopted. Two hypotheses were formulated and tested in the study using Statistical Package for Social Sciences (SPSS) and regression analysis.  The results of the hypotheses tested validated the point that effective relationship marketing serves as a potent factor for achieving superior customer patronage and boosting business bottom-line. Nevertheless, organizational policies are to be streamlined in such a way that they do not adversely affect customer patronage. Based on the findings of this study, it was recommended that modern organizations should devote more time and attention to training employees to equip them with both hard and soft skills to deliver excellent relationship marketing in order to enhance business performance.