CHRISTIAN Amadi
Department of Business Administration, Federal University Wukari, Nigeria, Email:
amadichrist@fuwukari.edu.ng
PHILIP Thomas Udo-Imeh
Department of Business Administration, Modibbo Adama University, Yola, Nigeria,
Email: philipudo.imeh@mau.edu.ng
ABSTRACT
The study focused on the effect of relationship marketing and customer loyalty towards financial
technology enterprises in Calabar, Nigeria. It specifically sought to determine the effect of
customer communication, customer bonding, trust building, and remote customer support on
consumer loyalty towards financial technology companies. The study adopted cross-sectional
survey design. A structured questionnaire was used to obtain primary data from 318 users of
business-to-customer financial technology services in Calabar. Descriptive statistics were applied
for data analysis and interpretation. In order to test the study’s hypotheses, multiple linear
regression analyses were conducted using SPSS 23. The study’s findings indicate that customers
in Calabar exhibited greater loyalty towards financial technology companies that placed emphasis
on trust building, customer bonding, customer communication, and remote customer-support
services. Hence, the study recommended the following, among others: FinTech companies in
Nigeria should step up the depth of communication with customers by maintaining multiple
channels through which promotional content and customer feedback can be elicited from
customers for improved service delivery; FinTech companies should transcend transactional
marketing approaches and strive to build emotional ties with customers through service
personalization, heightened customer commitment and prompt conflict handling initiatives; and it
is imperative for FinTech companies to consistently ensure their services are perceived to be
credible by customers through trust-building initiatives such as investing in robust cyber security
for customers, consistent promise delivery and stable quality service delivery.
Keywords: customer communication, customer bonding, trust building, remote customer-support system