Assessing the Influence of Relationship Marketing and Communication on Customer Loyalty

Abstract

The study assessed the influence of relationship marketing on customer loyalty with Promasidor Ghana Limited used as its case. Through a quantitative data analysis of the responses of eighty (80) respondents, the study proved that, the influence of relationship marketing and communication on customer loyalty and organizational productivity is as a result of the fact that, customers’ are satisfied with Promasidor Ghana products, customers are provided with stellar customer service and customers have a good relationship with Promasidor Ghana limited. In line with the study objective of assessing the influence of relationship marketing on consumer loyalty, the study suggests that, further studies must be conducted on the elements of relationship marketing and their impact on organisational performance.