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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Main Author:	Siti Aminah, Mohamad
Format:	Thesis
Language:	eng eng
Published:	2011
Subjects:	HF5001-6182 Business
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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id	my-uum-etd.2568
record_format	uketd_dc
spelling	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
collection	UUM ETD
language	eng eng
advisor	Adam, Mohamad Zainol Abidin
topic	HF5001-6182 Business
spellingShingle	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

The Impact of Relationship Marketing and its Influence on Customer Loyalty

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