Relationship Marketing Dimensions and Quality Service of Selected Public Teaching Hospitals in Southwest, Nigeria

Relationship marketing is critical for any organisation aspiring to capture large customer base and remain sustained. However, some organisations pay little attention in relationship marketing dimensions such as trust, commitment, communication, competence, empathy, Conflict handling, resulting to an overall poor performance. This study examined the effect of relationship marketing dimensions on quality service of selected public teaching hospitals in SouthWest, Nigeria. This study adopted the positivism philosophy and Quantitatitive approach. Survey research design was used via a structured questionnaire. The population comprised 6,464 outpatients as at the time of study from six (6) selected public teaching hospitals in Southwest Nigeria. Sample size of 471 was determined via Cochram method including 30 % attrition rate. Cronbach's alpha reliability coefficients for the constructs ranged from 0.725 to 0,927. Data were analysed using descriptive and inferential (multiple and hierarchical regression) statistics. Findings revealed that relationship marketing dimensions have significant effects on Quality service of public teaching 2 hospital in South-West, Nigeria [Adj R =0.695; F(6, 464) = 179.203 at p = 0.000 (p<0.05). The study concluded that relationship marketing dimensions have significant effect on quality service of public teaching hospital in South- West, Nigeria. The study recommended that public teaching hospitals should make use of the benefit of relationship marketing dimensions in order to improve service quality of public teaching hospitals in South-West, Nigeria. There is a need for the government to increase funding and support for public teaching hospitals in the region, to enable them to invest in relationship marketing strategies.