RELATIONSHIP MARKETING AND PATRONAGE OF CONVENIENCE STORES IN C ALABAR

Abstract

The study examined the effect of relationship marketing and patronage of convenience stores in Calabar. In deed the dynamic approach to selling has moved to relationship based in a way. The study reviewed related literature based on the objectives. The study adopted a survey research design with the survey of a structured questionnaire based on five point likert scale. It was used to measure trust, commitment and competence as the independent variables. Systematic sampling procedure was adopted while the Topman’s formula was used to get the sample size. The use of multiple regression analysis was used to test the formulated hypotheses. The result of the analysis revealed that all the three variables (trust, commitment and competence) were statistically significant to induce patronage of convenience stores in Calabar Metropolis.