Trust in Relationship Marketing and Business Innovativeness of Quoted Deposit Money Banks in Nigeria
Vol 3 Issue 2
This study investigated the relationship between trust as a dimension relationship marketing and business innovativeness of quoted deposit money banks in Nigeria. An extensive literature review was carried out covering the study variable and measure. Cross sectional survey research design of explanatory type was used to generate data and explain relationships among the variables that were investigated. The population of the study was the 14 quoted deposit money banks operating in Rivers state, Nigeria which was fully sampled, using five respondents for each bank. Primary data was used to elicit information. Statistical package for social sciences (SPSS), version 21.0 was used to analyse data both univariate descriptive statistics and the bivariate inferential statistics of regression analysis. The result of the study indicated that there is positive and strong relationship existing between relationship marketing shared value and business innovativeness of quoted deposit money banks in Nigeria. This study recommends that all the quoted banks stakeholders should build trust among all stakeholders .
