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Industrial Buyer-Seller Relationship and Customer Patronage of Equipment Leasing Firms in Port Harcourt

Amiesimaka, Tamunokuro, Wopara, Kingsley Ike

Abstract

This study investigated the relationship between industrial buyer-seller relationship and customer patronage of equipment leasing firms in Port Harcourt. Specifically, it examined how two key relational strategies—strategic alliances and transactional relationships—affect customer patronage such as repeat patronage and brand loyalty. The study adopted a quantitative research design, utilizing structured questionnaire distributed to 120 respondents from selected leasing firms. Data analysis was conducted using Pearson Product Moment Correlation. The findings revealed strong and statistically significant positive relationships between strategic alliance and both repeat patronage (r = 0.659, p < 0.01) and brand loyalty (r = 0.723, p < 0.01). Similarly, transactional relationships, such as clarity in leasing agreements and delivery terms, were significantly correlated with repeat patronage (r = 0.624, p < 0.01) and brand loyalty (r = 0.833, p < 0.01). These results suggest that both long-term collaborative partnerships and well-executed transactions are essential for sustaining customer engagement in the industrial services sector. The study concludes that integrating strategic relational approaches with transparent transactional processes is vital for customer retention, loyalty, and competitive advantage. It recommends that equipment leasing firms invest in structured partnerships, relationship marketing training, and operational transparency to strengthen client loyalty and repeat business.

Keywords

Industrial Buyer-Seller RelationshipCustomer PatronageStrategic Alliance

References

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