The Impact of Relationship Marketing and its Influence on Customer Loyalty
Relationship Marketing is related to customers loyalty. The objective of this study is to examine whether factors such as Trust, Commitment, Communication, Conflict Handling and Switching Cost have significant relationship on customer loyalty. A total number of 268 respondents participate in this st...
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2011
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Online Access: | https://etd.uum.edu.my/2568/1/Siti_Aminah_Mohamad.pdf https://etd.uum.edu.my/2568/2/1.Siti_Aminah_Mohamad.pdf |
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my-uum-etd.25682016-04-24T01:02:15Z The Impact of Relationship Marketing and its Influence on Customer Loyalty 2011 Siti Aminah, Mohamad Adam, Mohamad Zainol Abidin College of Business (COB) College of Business HF5001-6182 Business Relationship Marketing is related to customers loyalty. The objective of this study is to examine whether factors such as Trust, Commitment, Communication, Conflict Handling and Switching Cost have significant relationship on customer loyalty. A total number of 268 respondents participate in this study. A total of 300 questionnaires were distributed to students from Universiti Utara Malaysia. All the five factors had significant relationships with customer loyalty. The Pearson correlations analysis that was conducted showed that "Commitment" is the highest influencing factor towards Customer Loyalty. This is followed by Communication, Conflict Handling, Trust and Switching Cost. The analysis on this study also found that four independent variables which are Trust, Commitment, Communication, and Conflict Handling had moderate relationship with Customer Loyalty. Only, Switching Cost factor had a small relationship with customer loyalty. Customer loyalty is an essential element in long-term planning. The Mobile Telecommunication Service Providers in Malaysia should build strategies to enhance customer loyalty. 2011 Thesis https://etd.uum.edu.my/2568/ https://etd.uum.edu.my/2568/1/Siti_Aminah_Mohamad.pdf application/pdf eng validuser https://etd.uum.edu.my/2568/2/1.Siti_Aminah_Mohamad.pdf application/pdf eng public masters masters Universiti Utara Malaysia |
institution |
Universiti Utara Malaysia |
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UUM ETD |
language |
eng eng |
advisor |
Adam, Mohamad Zainol Abidin |
topic |
HF5001-6182 Business |
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HF5001-6182 Business Siti Aminah, Mohamad The Impact of Relationship Marketing and its Influence on Customer Loyalty |
description |
Relationship Marketing is related to customers loyalty. The objective of this study is to examine whether factors such as Trust, Commitment, Communication, Conflict Handling and Switching Cost have significant relationship on customer loyalty. A total number of 268 respondents participate in this study. A total of 300 questionnaires were distributed to students from Universiti Utara Malaysia. All the five factors had significant relationships with customer loyalty. The Pearson correlations analysis that was conducted showed that "Commitment" is the highest influencing factor towards Customer Loyalty. This is followed by Communication, Conflict Handling, Trust and
Switching Cost. The analysis on this study also found that four independent variables which are Trust, Commitment, Communication, and Conflict Handling had moderate
relationship with Customer Loyalty. Only, Switching Cost factor had a small relationship with customer loyalty. Customer loyalty is an essential element in long-term planning. The Mobile Telecommunication Service Providers in Malaysia should build strategies to enhance customer loyalty. |
format |
Thesis |
qualification_name |
masters |
qualification_level |
Master's degree |
author |
Siti Aminah, Mohamad |
author_facet |
Siti Aminah, Mohamad |
author_sort |
Siti Aminah, Mohamad |
title |
The Impact of Relationship Marketing and its Influence on Customer Loyalty |
title_short |
The Impact of Relationship Marketing and its Influence on Customer Loyalty |
title_full |
The Impact of Relationship Marketing and its Influence on Customer Loyalty |
title_fullStr |
The Impact of Relationship Marketing and its Influence on Customer Loyalty |
title_full_unstemmed |
The Impact of Relationship Marketing and its Influence on Customer Loyalty |
title_sort |
impact of relationship marketing and its influence on customer loyalty |
granting_institution |
Universiti Utara Malaysia |
granting_department |
College of Business (COB) |
publishDate |
2011 |
url |
https://etd.uum.edu.my/2568/1/Siti_Aminah_Mohamad.pdf https://etd.uum.edu.my/2568/2/1.Siti_Aminah_Mohamad.pdf |
_version_ |
1747827376705765376 |