The effect of relationship marketing tactics on customer loyalty within the Malaysian mobile telecommunication industry: the mediating role of relationship quality / Mohamad Fariz Abdullah

The subject area of this study is concerned with the effect of relationship marketing tactics and relationship quality on customer loyalty in a competitive mobile service industry in Malaysia. Relationship marketing nowadays is an important topic, especially to the businesses that involve a service...

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Main Author:	Abdullah, Mohamad Fariz
Format:	Thesis
Language:	English
Published:	2017
Subjects:	Management Industrial Management
Online Access:	https://ir.uitm.edu.my/id/eprint/27722/1/27722.pdf
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id	my-uitm-ir.27722
record_format	uketd_dc
spelling	my-uitm-ir.277222022-03-08T04:49:42Z The effect of relationship marketing tactics on customer loyalty within the Malaysian mobile telecommunication industry: the mediating role of relationship quality / Mohamad Fariz Abdullah 2017 Abdullah, Mohamad Fariz Management. Industrial Management Organizational effectiveness. Performance measurement The subject area of this study is concerned with the effect of relationship marketing tactics and relationship quality on customer loyalty in a competitive mobile service industry in Malaysia. Relationship marketing nowadays is an important topic, especially to the businesses that involve a service because it can offer to the establishment of long-term and stable relationship between service providers and the customer , thereby encouraging customer loyalty (Rizan et aI., 2014). This study has explored the applicability of the Pull-Push-Mooring (PPM) Migration Model by Bansal et.al, (2005) and measurement of the relationship of The Commitment-Trust Relationship Marketing Theory by Morgan & Hunt (1994). This study also focused on the main players of mobile telecommunication service providers in Malaysia , which are Maxis, Celcom, DiGi, and others. A total of 382 mobile phone users from four major cities in Malaysia completed a questionnaire to provide the empirical data for the analysis. A quantitative research method was applied to test the hypotheses developed in this study using SPSS version 20. Multiple regressions analysis and bootstrapping method by Preacher and Hayes (2008) were employed in order to test the hypothesized path model. The findings provided significant insights into both theoretical and managerial implications ; contributed to relationship marketing literature by providing empirical evidence that relationship marketing tactics have an effects on the customer loyalty. Emotion as a mooring factor in the relationship marketing tactics was found to be significantly influenced the customer loyalty . The mediating effects of relationship quality also supported the Morgan & Hunt (1994)' s theory , which stressed the importance of its dimension ; commitment and trust as a key in developing a successful marketing relationship. 2017 Thesis https://ir.uitm.edu.my/id/eprint/27722/ https://ir.uitm.edu.my/id/eprint/27722/1/27722.pdf text en public masters Universiti Teknologi MARA Faculty of Business and Management
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
topic	Management Industrial Management Management Industrial Management
spellingShingle	Management Industrial Management Management Industrial Management Abdullah, Mohamad Fariz The effect of relationship marketing tactics on customer loyalty within the Malaysian mobile telecommunication industry: the mediating role of relationship quality / Mohamad Fariz Abdullah
description	The subject area of this study is concerned with the effect of relationship marketing tactics and relationship quality on customer loyalty in a competitive mobile service industry in Malaysia. Relationship marketing nowadays is an important topic, especially to the businesses that involve a service because it can offer to the establishment of long-term and stable relationship between service providers and the customer , thereby encouraging customer loyalty (Rizan et aI., 2014). This study has explored the applicability of the Pull-Push-Mooring (PPM) Migration Model by Bansal et.al, (2005) and measurement of the relationship of The Commitment-Trust Relationship Marketing Theory by Morgan & Hunt (1994). This study also focused on the main players of mobile telecommunication service providers in Malaysia , which are Maxis, Celcom, DiGi, and others. A total of 382 mobile phone users from four major cities in Malaysia completed a questionnaire to provide the empirical data for the analysis. A quantitative research method was applied to test the hypotheses developed in this study using SPSS version 20. Multiple regressions analysis and bootstrapping method by Preacher and Hayes (2008) were employed in order to test the hypothesized path model. The findings provided significant insights into both theoretical and managerial implications ; contributed to relationship marketing literature by providing empirical evidence that relationship marketing tactics have an effects on the customer loyalty. Emotion as a mooring factor in the relationship marketing tactics was found to be significantly influenced the customer loyalty . The mediating effects of relationship quality also supported the Morgan & Hunt (1994)' s theory , which stressed the importance of its dimension ; commitment and trust as a key in developing a successful marketing relationship.
format	Thesis
qualification_level	Master's degree
author	Abdullah, Mohamad Fariz
author_facet	Abdullah, Mohamad Fariz
author_sort	Abdullah, Mohamad Fariz
title	The effect of relationship marketing tactics on customer loyalty within the Malaysian mobile telecommunication industry: the mediating role of relationship quality / Mohamad Fariz Abdullah
title_short	The effect of relationship marketing tactics on customer loyalty within the Malaysian mobile telecommunication industry: the mediating role of relationship quality / Mohamad Fariz Abdullah
title_full	The effect of relationship marketing tactics on customer loyalty within the Malaysian mobile telecommunication industry: the mediating role of relationship quality / Mohamad Fariz Abdullah
title_fullStr	The effect of relationship marketing tactics on customer loyalty within the Malaysian mobile telecommunication industry: the mediating role of relationship quality / Mohamad Fariz Abdullah
title_full_unstemmed	The effect of relationship marketing tactics on customer loyalty within the Malaysian mobile telecommunication industry: the mediating role of relationship quality / Mohamad Fariz Abdullah
title_sort	effect of relationship marketing tactics on customer loyalty within the malaysian mobile telecommunication industry: the mediating role of relationship quality / mohamad fariz abdullah
granting_institution	Universiti Teknologi MARA
granting_department	Faculty of Business and Management
publishDate	2017
url	https://ir.uitm.edu.my/id/eprint/27722/1/27722.pdf
_version_	1783734001318494208

The effect of relationship marketing tactics on customer loyalty within the Malaysian mobile telecommunication industry: the mediating role of relationship quality / Mohamad Fariz Abdullah

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