Influence of relationship marketing on cross buying in Malaysian mobile service sector

Relationship marketing has been widely considered as a company’s activity that not merely helps in acquiring new customers, but also to retain them in the company. It is well-known fact that the cost to entice a new customer is much higher than to maintain the current one. Additionally, it is said...

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Main Author:	Abu, Mimi Liana
Format:	Thesis
Language:	English
Published:	2012
Subjects:	Relationship marketing - Malaysia Telecommunication -Purchasing - Malaysia Consumer satisfaction - Malaysia
Online Access:	http://psasir.upm.edu.my/id/eprint/31653/1/GSM%202012%203R.pdf
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id	my-upm-ir.31653
record_format	uketd_dc
spelling	my-upm-ir.316532015-02-04T08:16:46Z Influence of relationship marketing on cross buying in Malaysian mobile service sector 2012-05 Abu, Mimi Liana Relationship marketing has been widely considered as a company’s activity that not merely helps in acquiring new customers, but also to retain them in the company. It is well-known fact that the cost to entice a new customer is much higher than to maintain the current one. Additionally, it is said that high quality of relationship marketing is potentially able to increase relationship extension such as cross buying. While relationship marketing may influence customer to make additional purchases, however there is little agreement on which mediators could be used to achieve this aim. This study develops a model of relationship marketing based on existing literature to empirically investigate: (i) the influence of relationship marketing on customer satisfaction and loyalty; (ii) the influence of customer satisfaction on loyalty; and (iii) the ultimate influences of customer satisfaction and loyalty on cross buying. Specifically,this study aims to examine the direct and indirect influences of relationship marketing on cross buying, while taking into account the mediation effects of customer satisfaction and loyalty. Six underlying dimensions are employed in measuring relationship marketing, which are trust, commitment, communication, conflict handling, bonding and empathy. A sample of 300 customers was drawn using Mall Intercept Scientific Procedures in Klang Valley. Confirmatory Factor Analysis (CFA) is used to assess the unidimensionality of each dimension before the Structural Equation Model (SEM) is utilized to test five proposed hypotheses. The results show that all the hypotheses are supported thus providing evidence of significant direct and indirect influences of relationship marketing on cross buying. That means, cross buying can happen without the existence of customer satisfaction and loyalty, but the total influence (direct and indirect) of relationship marketing is more powerful. Based on the findings, this study gives an idea of synergistic of relationship marketing, customer satisfaction and customer loyalty in influencing cross buying. Therefore, it is imperative for practitioners and theorists to understand that relationship marketing is not merely important in satisfying and maintaining customers, but it helps in relationship enhancement as well. Relationship marketing - Malaysia Telecommunication -Purchasing - Malaysia Consumer satisfaction - Malaysia 2012-05 Thesis http://psasir.upm.edu.my/id/eprint/31653/ http://psasir.upm.edu.my/id/eprint/31653/1/GSM%202012%203R.pdf application/pdf en public masters Universiti Putra Malaysia Relationship marketing - Malaysia Telecommunication -Purchasing - Malaysia Consumer satisfaction - Malaysia Graduate School of Management
institution	Universiti Putra Malaysia
collection	PSAS Institutional Repository
language	English
topic	Relationship marketing - Malaysia Telecommunication -Purchasing - Malaysia Consumer satisfaction - Malaysia
spellingShingle	Relationship marketing - Malaysia Telecommunication -Purchasing - Malaysia Consumer satisfaction - Malaysia Abu, Mimi Liana Influence of relationship marketing on cross buying in Malaysian mobile service sector
description	Relationship marketing has been widely considered as a company’s activity that not merely helps in acquiring new customers, but also to retain them in the company. It is well-known fact that the cost to entice a new customer is much higher than to maintain the current one. Additionally, it is said that high quality of relationship marketing is potentially able to increase relationship extension such as cross buying. While relationship marketing may influence customer to make additional purchases, however there is little agreement on which mediators could be used to achieve this aim. This study develops a model of relationship marketing based on existing literature to empirically investigate: (i) the influence of relationship marketing on customer satisfaction and loyalty; (ii) the influence of customer satisfaction on loyalty; and (iii) the ultimate influences of customer satisfaction and loyalty on cross buying. Specifically,this study aims to examine the direct and indirect influences of relationship marketing on cross buying, while taking into account the mediation effects of customer satisfaction and loyalty. Six underlying dimensions are employed in measuring relationship marketing, which are trust, commitment, communication, conflict handling, bonding and empathy. A sample of 300 customers was drawn using Mall Intercept Scientific Procedures in Klang Valley. Confirmatory Factor Analysis (CFA) is used to assess the unidimensionality of each dimension before the Structural Equation Model (SEM) is utilized to test five proposed hypotheses. The results show that all the hypotheses are supported thus providing evidence of significant direct and indirect influences of relationship marketing on cross buying. That means, cross buying can happen without the existence of customer satisfaction and loyalty, but the total influence (direct and indirect) of relationship marketing is more powerful. Based on the findings, this study gives an idea of synergistic of relationship marketing, customer satisfaction and customer loyalty in influencing cross buying. Therefore, it is imperative for practitioners and theorists to understand that relationship marketing is not merely important in satisfying and maintaining customers, but it helps in relationship enhancement as well.
format	Thesis
qualification_level	Master's degree
author	Abu, Mimi Liana
author_facet	Abu, Mimi Liana
author_sort	Abu, Mimi Liana
title	Influence of relationship marketing on cross buying in Malaysian mobile service sector
title_short	Influence of relationship marketing on cross buying in Malaysian mobile service sector
title_full	Influence of relationship marketing on cross buying in Malaysian mobile service sector
title_fullStr	Influence of relationship marketing on cross buying in Malaysian mobile service sector
title_full_unstemmed	Influence of relationship marketing on cross buying in Malaysian mobile service sector
title_sort	influence of relationship marketing on cross buying in malaysian mobile service sector
granting_institution	Universiti Putra Malaysia
granting_department	Graduate School of Management
publishDate	2012
url	http://psasir.upm.edu.my/id/eprint/31653/1/GSM%202012%203R.pdf
_version_	1747811625044279296

Influence of relationship marketing on cross buying in Malaysian mobile service sector

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