Browsing by Author "OLANIPEKUN, Wahid Damilola"

Now showing 1 - 2 of 2
  • Thumbnail Image
    Item
    IMPACT OF RELATIONSUIP MARKETING ON CUSTOME SATISFACTION: EVIDENCE FROM NIGERIAN BANKING INDUSTRY
    (2016) OLANIPEKUN, Wahid Damilola; BRIMAH, Aminu Nassir; RABIU, Rukayat Oloruntoyin; ABDULKAREEM, Zulfah Jumoke
    his study examined the impact ofrelationship marketing on customer satisfaction in three customer most focused banks according to KPMG 2014 report. Primary data with the aid of a structured questionnaire was used to obtain information from respondents which constitute customers of Zenith Bank, Diamond Bank and GTBank within llorin metropolis. The data collected were analyzed using both descriptive such as frequencies, mean, standard deviation and inferential statistics of mulliple regression analysis and Pearson Product Moment Correlation Coeficient (PPMCC) with the aid of STATA 11.0 compuler statistical software. The findings revealed that relationship marketing practices has positive impact on customer salisfaction in the selected commercial banks. II was recommended that commercial banks should continuously maintain, sustain and improve their relationship marketing Strategies and practices since it is an indispensable tool in achieving customer satisfaction and organization performance. This is even as all relevant stakeholders in the bank must be involvedin implementing relationship marketing strategies
  • Thumbnail Image
    Item
    IMPACT OF STRATEGIC MARKETING ON COMPETITIVE ADYANTAGE AND ORGANIZATIONAL PERFORMANCE IN NIGERIAN TELECOMMUNICATION INDUSTRY
    (2016) OLANIPEKUN, Wahid Damilola; BRIMAH, Aminu Nassir; BRIMAH, Bolatito Amudat; AKANNI, ILanre Fatai
    The turbulent nature of business environment makes it important for organizations to adopt srategic marketing. The study examined the impact of strategic marketing on competitive advantage and organization performance in Nigerian Telecommunication lndustry using the resource based theory as its theoretical basis. Primary data were collected from respondents through a structured questionnaire. The data collected were analyzed using both descriptive statistics such as mean, standard deviation amd inferential statistics such as Pearson Product Moment Correlation Coeficient and Anatysis of Variance (ANOVA). The findingsof the study revealedtha indeed the adoption and implementation of strategic marketing practices makes an organization not only to be proactive to changes but also initiate positive changes that consequently leads to competitive advantage and sustainable performance. It was recommended that organizations should continuously maintain, sustain and improve strategicmanagement practices since it is an indispensable tool for organization performance.