The influence of relationship marketing on customer loyalty: A study of Prudential BSN Takaful's customers in Kedah

The influence of relationship marketing on customer loyalty: A study of Prudential BSN Takaful's customers in Kedah

The Malaysian Takaful industry is considered a growing industry with significant progress and continues to play an important socioeconomic role within the economy. In the new global economy, service providers are competing to develop and retain customers through increased loyalty. Thus, this researc...

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Main Author: Mohd Hafizan, Ramlan
Format: Thesis
Language:eng
eng
Published: 2015
Subjects:
HF5415.33 Consumer Behavior.
Online Access:https://etd.uum.edu.my/5224/1/s814091.pdf
https://etd.uum.edu.my/5224/2/s814091_abstract.pdf
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institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Shuib, Mohd Sollehudin
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Mohd Hafizan, Ramlan
The influence of relationship marketing on customer loyalty: A study of Prudential BSN Takaful's customers in Kedah
description The Malaysian Takaful industry is considered a growing industry with significant progress and continues to play an important socioeconomic role within the economy. In the new global economy, service providers are competing to develop and retain customers through increased loyalty. Thus, this research was carried out to determine the relationship marketing elements which is trust, commitment, conflict handling and communication that influence customer loyalty toward Prudential BSN Takaful in Kedah. A total of 100 customers of Prudential BSN Takaful in Kedah was selected as respondents of the survey questionnaire which was randomly distributed. The obtained data were analyzed using Pearson’s Correlation and Multiple Regressions. The finding shows that trust, commitment, conflict handling and communication are positively correlated with customer loyalty. Element trust was the strongest predictor of customer loyalty. Based from this research, if Prudential wants to maintain and develop loyal customers they should be trustworthy and committed to their service ethic and should resolve the conflict that a raised in a conduct that will disqualify significant losses and inconvenience to the customer
format Thesis
qualification_name masters
qualification_level Master's degree
author Mohd Hafizan, Ramlan
author_facet Mohd Hafizan, Ramlan
author_sort Mohd Hafizan, Ramlan
title The influence of relationship marketing on customer loyalty: A study of Prudential BSN Takaful's customers in Kedah
title_short The influence of relationship marketing on customer loyalty: A study of Prudential BSN Takaful's customers in Kedah
title_full The influence of relationship marketing on customer loyalty: A study of Prudential BSN Takaful's customers in Kedah
title_fullStr The influence of relationship marketing on customer loyalty: A study of Prudential BSN Takaful's customers in Kedah
title_full_unstemmed The influence of relationship marketing on customer loyalty: A study of Prudential BSN Takaful's customers in Kedah
title_sort influence of relationship marketing on customer loyalty: a study of prudential bsn takaful's customers in kedah
granting_institution Universiti Utara Malaysia
granting_department Othman Yeop Abdullah Graduate School of Business
publishDate 2015
url https://etd.uum.edu.my/5224/1/s814091.pdf
https://etd.uum.edu.my/5224/2/s814091_abstract.pdf
_version_ 1747827888116203520
spelling my-uum-etd.52242021-04-04T07:48:49Z The influence of relationship marketing on customer loyalty: A study of Prudential BSN Takaful's customers in Kedah 2015 Mohd Hafizan, Ramlan Shuib, Mohd Sollehudin Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5415.33 Consumer Behavior. The Malaysian Takaful industry is considered a growing industry with significant progress and continues to play an important socioeconomic role within the economy. In the new global economy, service providers are competing to develop and retain customers through increased loyalty. Thus, this research was carried out to determine the relationship marketing elements which is trust, commitment, conflict handling and communication that influence customer loyalty toward Prudential BSN Takaful in Kedah. A total of 100 customers of Prudential BSN Takaful in Kedah was selected as respondents of the survey questionnaire which was randomly distributed. The obtained data were analyzed using Pearson’s Correlation and Multiple Regressions. The finding shows that trust, commitment, conflict handling and communication are positively correlated with customer loyalty. Element trust was the strongest predictor of customer loyalty. Based from this research, if Prudential wants to maintain and develop loyal customers they should be trustworthy and committed to their service ethic and should resolve the conflict that a raised in a conduct that will disqualify significant losses and inconvenience to the customer 2015 Thesis https://etd.uum.edu.my/5224/ https://etd.uum.edu.my/5224/1/s814091.pdf text eng public https://etd.uum.edu.my/5224/2/s814091_abstract.pdf text eng public masters masters Universiti Utara Malaysia Abratt, R. & Russell, J. (1999). Relationship marketing in private banking in South Africa. International Journal of Bank Marketing, Vol. 17, No. 1, pp. 5-19. Alrubaiee, L. & Al-Nazer, N. (2010). 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