RELATIONSHIP MARKETING PRACTICES AND CUSTOMER REPURCHASE INTENTION OF ONLINE RETAIL FIRMS IN LAGOS, NIGERIA.

Abstract

In the online retail industry, customer repurchase intention is strategic for business survival. As a result of high competition in the industry, firms are challenged to ensure customer repurchase intention through relationship marketing practices RMP. This study investigated the effect of relationship marketing practices on customer repurchase intention of online retail firms in Lagos State, Nigeria. The study employed a cross-sectional survey research design. Data were gathered from 1970 respondents. The response rate was 85.6%. Stratified random and proportionate sampling techniques were adopted in selecting the respondents. A validated questionnaire was administered to collect data. Data were analyzed using descriptive and inferential statistics. The study found that RMP (website quality, trust, reliability, communication and personalization have positive significant effect on customer repurchase intention of online retail firms. The study also found personalization to be the major contributory RM variable affecting customer repurchase intention. The study recommended that the management of online retail firms should invest more in relationship marketing practices in order to increase customer repurchase intention.