Abstract
It has become imperative for business entities to strategically think about how to attract and subsequently retain customers. The study therefore seeks to examine the impact of relationship marketing strategy on gaining competitive advantage. Empirically, the study focused on Ghanaian banks. Simple random sampling technique was used to select customers of Ghanaian Banks. A total of 30 respondents were used for the study. Data was analyzed using structural equation modelling (PLS-SEM) with SmartPLS 3.0. The study revealed that, the six relationship marketing constructs jointly had positive significant effect on competitive advantage. Keywords: Relationship marketing, Competitive advantage, Marketing strategies, Customers. DOI: 10.7176/EJBM/13-1-04 Publication date: January 31 st 2021
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