An Empirical Study on Relationship Marketing and its Effect on Customer Satisfaction

An Empirical Study on Relationship Marketing and its Effect on Customer Satisfaction

The intense competition among firms in the new global environment has made it inevitable for firms to seek ways to create and maintain quality relationship with customers, and Malaysia banks sector are no exception. However, little is understood from empirical viewpoint about the antecedents of rela...

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Main Author: Nur Haryani, Md Arshad
Format: Thesis
Language:eng
eng
Published: 2011
Subjects:
HF5001-6182 Business
Online Access:https://etd.uum.edu.my/2758/1/Nur_Haryani_Md_Arshad.pdf
https://etd.uum.edu.my/2758/2/1.Nur_Haryani_Md_Arshad.pdf
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spelling my-uum-etd.27582016-04-19T04:21:31Z An Empirical Study on Relationship Marketing and its Effect on Customer Satisfaction 2011-06 Nur Haryani, Md Arshad Adam, Mohamad Zainol Abidin Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5001-6182 Business The intense competition among firms in the new global environment has made it inevitable for firms to seek ways to create and maintain quality relationship with customers, and Malaysia banks sector are no exception. However, little is understood from empirical viewpoint about the antecedents of relationship quality specifically. In fact, the actual influence of overall customer satisfaction will be assessed by its indicators (Trust, Communication, Competence, Commitment and Cooperation). In this study, we tend to examine the effects of relationship marketing on customer satisfactions. Based on data collected from 237 customers which consisted of university students of UUM, various data-analytic tools will be used in this study. These tools are used to analyze the data such as test of differences, reliability analysis, factor analysis, and multiple regression analysis. Findings of this study proved that customer can be satisfied by having a close attention to issues of trust, communication, competence, commitment and cooperation. 2011-06 Thesis https://etd.uum.edu.my/2758/ https://etd.uum.edu.my/2758/1/Nur_Haryani_Md_Arshad.pdf application/pdf eng validuser https://etd.uum.edu.my/2758/2/1.Nur_Haryani_Md_Arshad.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
Nur Haryani, Md Arshad
An Empirical Study on Relationship Marketing and its Effect on Customer Satisfaction
description The intense competition among firms in the new global environment has made it inevitable for firms to seek ways to create and maintain quality relationship with customers, and Malaysia banks sector are no exception. However, little is understood from empirical viewpoint about the antecedents of relationship quality specifically. In fact, the actual influence of overall customer satisfaction will be assessed by its indicators (Trust, Communication, Competence, Commitment and Cooperation). In this study, we tend to examine the effects of relationship marketing on customer satisfactions. Based on data collected from 237 customers which consisted of university students of UUM, various data-analytic tools will be used in this study. These tools are used to analyze the data such as test of differences, reliability analysis, factor analysis, and multiple regression analysis. Findings of this study proved that customer can be satisfied by having a close attention to issues of trust, communication, competence, commitment and cooperation.
format Thesis
qualification_name masters
qualification_level Master's degree
author Nur Haryani, Md Arshad
author_facet Nur Haryani, Md Arshad
author_sort Nur Haryani, Md Arshad
title An Empirical Study on Relationship Marketing and its Effect on Customer Satisfaction
title_short An Empirical Study on Relationship Marketing and its Effect on Customer Satisfaction
title_full An Empirical Study on Relationship Marketing and its Effect on Customer Satisfaction
title_fullStr An Empirical Study on Relationship Marketing and its Effect on Customer Satisfaction
title_full_unstemmed An Empirical Study on Relationship Marketing and its Effect on Customer Satisfaction
title_sort empirical study on relationship marketing and its effect on customer satisfaction
granting_institution Universiti Utara Malaysia
granting_department Othman Yeop Abdullah Graduate School of Business
publishDate 2011
url https://etd.uum.edu.my/2758/1/Nur_Haryani_Md_Arshad.pdf
https://etd.uum.edu.my/2758/2/1.Nur_Haryani_Md_Arshad.pdf
_version_ 1747827422264295424

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