Relationship marketing and customer loyalty, does information communication technology (ict) matter (a case study of Zenith Bank Ghana)

Abstract

The purpose of the study was to investigate the effect of relationship marketing (RM) on customer loyalty moderated by information communication technology (ICT). The study examines a comprehensive set of variables providing a deeper understanding of the association between relationship marketing and loyalty. The study delves into the moderating role of ICT in the association of relationship marketing and customer loyalty. The study employed descriptive survey design and questionnaire was used in gathering data from 200 staff made up of branch managers and relationship staff of Zenith Bank in Central and Greater Accra Regions. The results indicate among others that banks in Ghana show high levels of competence, communicate more often with their customers, avoid manifest conflicts situations and are committed to customer needs and maintain a high level of trust with their customers. The results show that banks pay the greatest attention to trust in RM practices, followed by conflict handling. Also, the results show that ICT has a direct positive association with RM and customer loyalty. The findings let the researcher to conclude among others that RM practices jointly have a significant influence on customer loyalty. Marketers aiming at building and maintaining long term beneficial relationships with their customers hoping to win their loyalty must give special attention particularly to ICT, competence, commitment and communication. This can be done through training and development programmes for staff at all levels.