2026-10-06T13:04:48Z https://api.figshare.com/v2/oai

oai:figshare.com:article/34017657 2026-09-28T17:55:49Z category_25435 category_25462 item_type_6 month_year_09_2026

IMPACT OF RELATIONSHIP MARKETING STRATEGIES ON CUSTOMER RETENTION OF RETAIL ORGANIZATION IN NIGERIA John Iwara Muze (25122627) Marketing communications Marketing not elsewhere classified Relationship marketing, commitment, empathy, customer care and communication <p dir="ltr">This study was tailored towards relationship marketing strategies and customer retention of Retail Organization, Nigeria. It was geared towards determining the effects of commitment, empathy, customer care and communication on customer retention of Spar Shopping Mall, Calabar. The study adopted a survey research design and obtained primary data from 232 customers of Spar Shopping Mall, Calabar, using a structured questionnaire. Descriptive statistics were adopted to analyse the data obtained in the study, while the hypotheses developed for the study were tested using multiple linear regression in the Statistical Package for the Social Sciences (SPSS 23). The findings of the study revealed that commitment, empathy, customer care and communication have significant positive effects on customer retention at Spar Shopping Mall in Calabar, Cross River State. Therefore, the study presented the following recommendations for implementation: Retail organizations’ should demonstrate their high-quality customer care service to customers by ensuring that their complaints and inquiries are promptly resolved in order to encourage customer satisfaction and retention, and they should also improve communications with customers by welcoming customers’ feedback, maintaining more channels of communication with customers, and responding promptly to customers’ inquiries and suggestions. Key words: Relationship marketing, commitment, empathy, customer care and communication</p> 2026-09-28T17:55:49Z Text Journal contribution 10.6084/m9.figshare.34017657.v1 https://figshare.com/articles/journal_contribution/IMPACT_OF_RELATIONSHIP_MARKETING_STRATEGIES_ON_CUSTOMER_RETENTION_OF_RETAIL_ORGANIZATION_IN_NIGERIA/34017657 CC BY 4.0