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The Impact of Relationship Marketing and its Influence on Customer Loyalty

Siti Aminah, Mohamad (2011) The Impact of Relationship Marketing and its Influence on Customer Loyalty. Masters thesis, Universiti Utara Malaysia.

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Abstract

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.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Marketing, Customer Loyalty
Subjects: H Social Sciences > HF Commerce. > HF5001-6182 Business
Divisions: College of Business (COB)
Depositing User: Mr Husni Ismail
Date Deposited: 29 Nov 2011 10:13
Last Modified: 24 Apr 2016 01:02
URI: http://etd.uum.edu.my/id/eprint/2568

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