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

Nur Haryani, Md Arshad (2011) An Empirical Study on Relationship Marketing and its Effect on Customer Satisfaction. Masters thesis, Universiti Utara Malaysia.

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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.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Marketing, Customer Satisfaction, Banking Sector
Subjects: H Social Sciences > HF Commerce. > HF5001-6182 Business
Divisions: Othman Yeop Abdullah Graduate School of Business
Depositing User: Mr Husni Ismail
Date Deposited: 11 Mar 2012 06:44
Last Modified: 19 Apr 2016 04:21
URI: http://etd.uum.edu.my/id/eprint/2758

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