Relationship marketing and consumer buying behavior in food and beverage firms in port harcourt metropolis
DOI:
https://doi.org/10.47494/mesb.2020.1.144Keywords:
relationship marketing, considerable pricing system, quality product and service offering, effective and efficient customer service unit and consumer buying behaviorAbstract
This study investigated the impact of relationship marketing on consumer buying behavior in the food and beverage firms in Port Harcourt metropolis. The study also seeks to find out whether considerable pricing system, quality product and service offering and effective and efficient customer service unit affect consumer buying behavior. This study adopted descriptive research design. The populations are all customers of all food and beverage drinks firms in Port Harcourt. A sample size of 375 persons was randomly selected while 358 questionnaires were successfully retrieved and used for the analysis. Sample size was determined using Morgan Krejcie table (1970). Data was collected by use of questionnaire. Three research questions were posed and three hypotheses were tested. Data were analyzed using descriptive statistics while inferential statistics e.g. Pearson product moment correlation coefficient was used to test the stated hypothesis at 0.05 level of significance. Findings revealed that food and beverage firms in Port Harcourt lack considerable pricing system which affect consumer buying behavior negatively; that quality product and service offering impact customers’ referral and that effective and efficient customer service unit enhance customer loyalty in food and beverage firms in Port Harcourt. The study concluded that relationship marketing affect consumer buying behavior in food and beverage firms Port Harcourt.
Downloads
References
Batey, S. &Kazmi K. (2004), Consumer Behavior, p.523, Excel books, New Delhi
Blackwell, R. Miniard, P. & Engel (2007) Consumer Behaviour, pp 121-122, The Dryden press, South-Western, Ohio,
Gumas, P. Gordan F. Ronald G. & Stephen B. (2009). Consumer Psychology for Marketing, p.329, International Thomson Business Press. Foxall.
Damirchi, F. & Zadbagher,F.(2011), Comparative Study of Relationship Marketing In Public and Private Banks, interdisciplinary journal of contemporary research in business, ijcrb.webs.com 3(8), 508-514.
Kapferer, W., & Prothero A. & McDonagh P. (2004), Sustainable Consumption and the quality of life: Amacromarketing challenge to the dominant social paradigm. Journal of Macro Marketing. 17(1), 4-24
Kotler, P. & Armstrong, G. (2005), Marketing: A Conceptual Introduction, Marketing Management, 1(6), 322-362, Pearson Education, New Jersey.
Krejcie, R. V. & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Management, 30, 607-610.
Ndubisi, O. N. (2007), "Relationship marketing and customer loyalty" Marketing intelligence & planning, 25(1), 98-106.
Kapferer, W., & Prothero A. & McDonagh P. (2004), Sustainable Consumption and the quality of life: Amacromarketing challenge to the dominant social paradigm. Journal of Macro Marketing. 17(1), 4-24
Kotler, P. & Armstrong, G. (2005), Marketing: A Conceptual Introduction, Marketing Management, 1(6), 322-362, Pearson Education, New Jersey.
Krejcie, R. V. & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Management, 30, 607-610.
Ndubisi, O. N. (2007), "Relationship marketing and customer loyalty" Marketing intelligence & planning, 25(1), 98-106.
Kapferer, W., & Prothero A. & McDonagh P. (2004), Sustainable Consumption and the quality of life: Amacromarketing challenge to the dominant social paradigm. Journal of Macro Marketing. 17(1), 4-24
Kotler, P. & Armstrong, G. (2005), Marketing: A Conceptual Introduction, Marketing Management, 1(6), 322-362, Pearson Education, New Jersey.
Krejcie, R. V. & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Management, 30, 607-610.
Ndubisi, O. N. (2007), "Relationship marketing and customer loyalty" Marketing intelligence & planning, 25(1), 98-106.
Odekerken-Schroder, G., De Wulf, K.& Schumacher, P. (2003), "Strengthening Outcomes of Retailer–Consumer Relationships: The Dual Impact of Relationship Marketing Tactics and Consumer Personality", Journal of Business Research, 56(3), 177-190.
Ranjbariyan, Bahram, Mojtaba, & Barari (2009), "Relationship marketing, an approach for improving customer satisfaction", Iranian Journal of Management Executive, No. 2 (6), 15-34.
Ranka V., Tsalikis J., & Seaton B.(2006), Measuring Consumer Sentiments towards Business Ethics, Journal of Business Ethics, 9(5), 184-191.
Schroder G., Wulf, K & Schumacher P.(2003), Strengthening Outcomes of Retailer–consumer Relationships Thedual Impact of Relationship Marketing Tactics and Consumer Personality. Journal of Business Research; 5(6), 177– 190.
Uko, R. (2018), Quality management practices and performance of food and beverage firms in port Harcourt, International Journal of Advanced Academic Research; 4(2), 77-92
Zins, A. H. (2001), "Relative attitudes and commitment in customer, loyalty models", International Journal of Service Industry Management. 12(3), 269-294.
Ranka V., Tsalikis J. & Seaton B. (2006), Measuring Consumer Sentiments towards Business Ethics, Journal of Business Ethics, 8(9), 184-190.
Published
How to Cite
Issue
Section
This work is licensed under a Creative Commons Attribution 4.0 International License.
The work simultaneously licensed under a Creative Commons Attribution 4.0 International License
You are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
-
Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
