Relationship marketing orientation on customer loyalty of selected filling stations in Ibadan: the customers’ perspective

Abstract

The recent growth in petroleum service companies accounts for why many service providers concentrate energy on attracting and retaining loyal customers that will contribute long-term profit to their businesses. Relationship marketing is a strategy designed to promote customer loyalty. This study investigates the contribution of relationship marketing orientation to customer loyalty in some selected filling stations in Ibadan. The study employed a descriptive survey as its research design and the population comprising individuals who patronized the Bovas, Mobil, Conoil, and Total filling stations in Ibadan. A sample size of 400 customers was utilized which was selected through a simple random. Data generated through a self-developed questionnaire was analyzed using percentage distribution, correlation, and multiple regression analysis at 0.05 significant level. The study found price perspective as the greatest predictor of customer loyalty, followed by communication, customer trust, and relationship commitment. The study concludes that customer trust, relationship commitment, communication, and price perception are predictors of customer loyalty. The study, therefore, recommends that companies should focus on and reinforce those attribute of relationship marketing which influence consumes’ judgment on the dependability of the products and services offered by filling stations.