Logo Lanfrica
  • Home
  • Atlas
  • Insights
  • Docs
  • Sign in

© 2026 Lanfrica. All rights reserved. All copyrights of the resources shown on the Lanfrica website belong to the original copyright holders, unless explicitly stated otherwise.

Relationship Marketing and Customer Advocacy

Domain:

socioeconomic

Record type:

paper
Creator:
TimEze
Publisher:
IGI Global
Host:
Customer advocacy have compelling evidence in the business sector that may influence prospective customers to purchase a company's products and services. It is a recommendation of a product, service, or brand based on its performance that spreads by word-of-mouth. The insurance penetration in Nigeria, which is less than 1%, reflects a lack of client advocacy for insurance. Disseminating favorable information based on user experience impacts purchasing decisions, leading to increased revenue and profitability. The present chapter seeks to determine the impact of relationship marketing (RM) characteristics on consumer advocacy. The study used a survey research design. The survey included 375,000 estimated insurance service consumers in Lagos State, Nigeria. The chapter indicates that relationship marketing has a substantial impact on customer advocacy in the insurance sector. The research recommends that insurance professionals should use relationship marketing as a strategy to impact customer advocacy in the insurance industry.

Visit

doi.org

Similar

Effect of Relationship Marketing on Customer Retention in the Telecommunications IndustryTHE RELATIONSHIP BETWEEN SENSORY MARKETING AND PURCHASING DECISION: CUSTOMER SATISFACTION AS A MODERATORFactorial and regression analyses of relationship marketing antecedents and customer loyalty: the Ethiopian telecommunications perspectiveThe Influence of Relationship Marketing on Customer Perception of Insurance in Lagos State, NigeriaCustomer relationship quality and hotel customer experience: evidence from the algerian hospitality industryExperience Marketing and Customer Retention in the Nigerian Telecommunications Industry

Effect of Relationship Marketing on Customer Retention in the Telecommunications Industry

This study centered on the effect of relationship marketing on customer retention in the telecommuni

THE RELATIONSHIP BETWEEN SENSORY MARKETING AND PURCHASING DECISION: CUSTOMER SATISFACTION AS A MODERATOR

This research investigates the relationship between sensory marketing and purchasing decisions using

Factorial and regression analyses of relationship marketing antecedents and customer loyalty: the Ethiopian telecommunications perspective

The Influence of Relationship Marketing on Customer Perception of Insurance in Lagos State, Nigeria

The public perception of insurance all over the world is central to the patronage and consumption of

Customer relationship quality and hotel customer experience: evidence from the algerian hospitality industry

This study examines whether customer relationship quality shapes hotel customer experience in the Al

Experience Marketing and Customer Retention in the Nigerian Telecommunications Industry

The Nigerian Telecommunications Industry is classified as the fastest-growing and most competitive T