The Impact of Relationship Marketing on Customer Loyalty in the Banking Sector

This research explores the impact of relationship marketing on customer loyalty in banking context. A survey of students of Universiti Utara Malaysia (UUM) and employees of Permintex Industries Sdn. Bhd was conducted to determine the significance and influence of the underpinnings of the relationshi...

Full description

Saved in:

Bibliographic Details
Main Author:	Nor Aza, Maulad Musa
Format:	Thesis
Language:	eng eng
Published:	2009
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/2035/1/Nor_Aza_Maulad_Musa.pdf https://etd.uum.edu.my/2035/2/1.Nor_Aza_Maulad_Musa.pdf
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-uum-etd.2035
record_format	uketd_dc
spelling	my-uum-etd.20352013-07-24T12:14:06Z The Impact of Relationship Marketing on Customer Loyalty in the Banking Sector 2009 Nor Aza, Maulad Musa Adam, Mohamad Zainol Abidin College of Business (COB) College of Business HF5415.33 Consumer Behavior. This research explores the impact of relationship marketing on customer loyalty in banking context. A survey of students of Universiti Utara Malaysia (UUM) and employees of Permintex Industries Sdn. Bhd was conducted to determine the significance and influence of the underpinnings of the relationship marketing such as trust, commitment, conflict handling, values and empathy on customers' loyalty in the banking sector. A total of 138 usable questionnaires were obtained from a total of 150 questionnaires distributed. The findings shows that the four (4) variables namely trust, conflict handling, values and empathy were important in determining and influencing customers' loyalty. Since the results of the research showed that customers' loyalty is related to trust, conflict handling, values and empathy factors, therefore banks need to consider these factors and provide the right tenant mixes, services, and other facilities that are essentials for attracting customers. 2009 Thesis https://etd.uum.edu.my/2035/ https://etd.uum.edu.my/2035/1/Nor_Aza_Maulad_Musa.pdf application/pdf eng validuser https://etd.uum.edu.my/2035/2/1.Nor_Aza_Maulad_Musa.pdf application/pdf eng public masters masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Adam, Mohamad Zainol Abidin
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Nor Aza, Maulad Musa The Impact of Relationship Marketing on Customer Loyalty in the Banking Sector
description	This research explores the impact of relationship marketing on customer loyalty in banking context. A survey of students of Universiti Utara Malaysia (UUM) and employees of Permintex Industries Sdn. Bhd was conducted to determine the significance and influence of the underpinnings of the relationship marketing such as trust, commitment, conflict handling, values and empathy on customers' loyalty in the banking sector. A total of 138 usable questionnaires were obtained from a total of 150 questionnaires distributed. The findings shows that the four (4) variables namely trust, conflict handling, values and empathy were important in determining and influencing customers' loyalty. Since the results of the research showed that customers' loyalty is related to trust, conflict handling, values and empathy factors, therefore banks need to consider these factors and provide the right tenant mixes, services, and other facilities that are essentials for attracting customers.
format	Thesis
qualification_name	masters
qualification_level	Master's degree
author	Nor Aza, Maulad Musa
author_facet	Nor Aza, Maulad Musa
author_sort	Nor Aza, Maulad Musa
title	The Impact of Relationship Marketing on Customer Loyalty in the Banking Sector
title_short	The Impact of Relationship Marketing on Customer Loyalty in the Banking Sector
title_full	The Impact of Relationship Marketing on Customer Loyalty in the Banking Sector
title_fullStr	The Impact of Relationship Marketing on Customer Loyalty in the Banking Sector
title_full_unstemmed	The Impact of Relationship Marketing on Customer Loyalty in the Banking Sector
title_sort	impact of relationship marketing on customer loyalty in the banking sector
granting_institution	Universiti Utara Malaysia
granting_department	College of Business (COB)
publishDate	2009
url	https://etd.uum.edu.my/2035/1/Nor_Aza_Maulad_Musa.pdf https://etd.uum.edu.my/2035/2/1.Nor_Aza_Maulad_Musa.pdf
_version_	1747827249349918720

The Impact of Relationship Marketing on Customer Loyalty in the Banking Sector

Similar Items