RELATIONSHIP MARKETING AND CUSTOMER LOYALTY OF SMALL AND MEDIUM SCALE ENTERPRISES (SMES) OUTLETS IN OTUOKE, OGBIA LOCAL GOVERNMENT AREA, BAYELSA STATE – NIGERIA

The examined “Relationship Marketing and Customer loyalty of small and medium scale enterprises (SMEs) outlets in Ogbia local government area, Bayelsa state, Nigeria”. The research was motivated by the desire to identify the relationship marketing components that can motivate customers to patronize and be loyal to SMEs outlets in Bayelsa State, Nigeria. To this end, the study sought to examine the effect of commitment, communication, empathy, and customer care on customer loyalty of SMEs outlets in Ogbia local government area, Bayelsa State, Nigeria. The study adopted cross-sectional survey and judgmental sampling technique to survey three hundred and nineteen (319) customers in Ogbia local government area, Bayelsa State. Data were collected using a self-administered four-point scale questionnaire. The data generated were analyze using mean rating and simple linear regression analysis. The findings revealed that commitment, communication, empathy, and customer care had significant effect on customer loyalty of SMEs outlets in Ogbia local government area, Bayelsa state. Hence, it was recommended that, SMEs Operators should recognize the strategic importance of relationship marketing and allocate adequate resources for its implementation. among other things. (Word Count: 181)