You have no items in your shopping cart.
SUMMARY
The study has investigated relationship marketing and customer loyalty towards automobile mechanics’ services in Benin City. The results indicated that there is still room for improvement in adding value to the experience of customers on the four (4) dimensions of relationship marketing. The average mean index for relationship marketing practices of mechanic was not significantly effective, implying weak relationship marketing strategy. Customer loyalty to mechanic was also found to be insignificantly moderate; the mean index shows that the customers were neither loyal nor disloyal. The result of the regression analysis revealed that relationship marketing practices of automobile mechanics were not significantly related to customer loyalty except service quality. The findings from the t-test and analysis of variance show that there is significant relationship between sex and loyalty to automobile mechanic.
