RELATIONSHIP MARKETING ORIENTATION ON CUSTOMER LOYALTY OF SELECTED FASTFOOD OUTLETS.

ABSTRACT

The purpose of this study was to ascertain the effect of customer relationship management on customer loyalty amongst various fast food restaurants in Benin City, Edo state. To actualize the objectives of this study, the study raised four research questions which was aligned to the four primary customer relationship marketing mix (trust, communication, commitment and conflict handling). The study covered a sample size of three hundred and eighty-five, of which same number of questionnaires was distributed and same number (385) was retrieved and used for data analysis. Descriptive statistics and regression analysis were adopted for the study’s analysis. The analysis revealed that: trust has a significant relationship with customer loyalty among fast food restaurant; communication has a significant relationship on customer loyalty among fast food restaurant; commitment has a significant relationship on customer loyalty among fast food restaurant; and conflict handling have a significant relationship on customer loyalty among fast food restaurant. Based on these findings, it was recommended that: fast food restaurants should prioritize transparency in their operations, ensuring customers feel confident and informed about the products and services they offer; fast food establishments should invest in diverse communication channels to engage with customers and address their needs proactively; fast food restaurants can personalize the customer experience by understanding individual preferences and tailoring offerings accordingly; and fast food restaurants should prioritize effective conflict resolution strategies to address customer complaints or issues promptly and satisfactorily.