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 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