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ABSTRACT
Over the past two decades, through advances in technology, competition in the market place, growing financial awareness and assertiveness of customers ; and the movement in global politics away from central control of economics, great changes has started to take place in the Nigerian banking industry’s operating environment. This dissertation therefore sought to identify and understand how the antecedent variable of relationship quality influenced important relationship marketing outcomes of satisfaction, trust and commitment.The sample was drawn from sixteen banks out of the eighty-nine established banks in Nigeria using the non-probabilistic judgmental sampling technique. A structured questionnaire made up of five segments: demography, commitment, trust, relationship quality and satisfaction was administered to a group of 2,000 respondents through mails and selections were made with the aid of the probabilistic systematic sampling technique. Confirmatory Factor Analysis (CFA) was used to evaluate the constructs validity to see if they loaded as predicted.The model we specified is a completely recursive model assuming that the causal order flows from relationship quality to satisfaction, trust and commitment. The Structural Equation Modelling (SEM) was used to validate the measurement model (already carried out through the CFA) and the fitting of the structural model. AMOS (Analysis of Moment of Structure) one of the popular SEM packages was used in the analysis.
The results provided support for the model and indicated that the concepts of satisfaction, commitment and trust serve to significantly contribute to relationship marketing outcomes of Nigerian banks.
