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  • Relationship marketing and customer loyalty

    Author(s)
    Ndubisi, N.
    Griffith University Author(s)
    Ndubisi, Nelson Oly OO.
    Year published
    2007
    Metadata
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    Abstract
    Purpose - To examine the impact of relationship marketing strategy on customer loyalty. Design/methodology/approach - A questionnaire derived from previous studies and the relevant literature was completed by 220 bank customers in Malaysia. Multiple regression analysis assessed the impact on customer loyalty of four key constructs of relationship marketing (trust, commitment, communication and conflict handling). Findings - The four variables have a significant effect and predict a good proportion of the variance in customer loyalty. Moreover, they are significantly related to one another. Research limitations/implications ...
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    Purpose - To examine the impact of relationship marketing strategy on customer loyalty. Design/methodology/approach - A questionnaire derived from previous studies and the relevant literature was completed by 220 bank customers in Malaysia. Multiple regression analysis assessed the impact on customer loyalty of four key constructs of relationship marketing (trust, commitment, communication and conflict handling). Findings - The four variables have a significant effect and predict a good proportion of the variance in customer loyalty. Moreover, they are significantly related to one another. Research limitations/implications - The relationships investigated in this study deserve further research. Because the data analysed were collected from one sector of the service industry in one country, more studies are required before general conclusions can be drawn. Practical implications - It is reasonable to conclude, on this evidence, that customer loyalty can be created, reinforced and retained by marketing plans aimed at building trust, demonstrating commitment to service, communicating with customers in a timely, reliable and proactive fashion, and handling conflict efficiently. Originality/value - Reinforces and refines the body of knowledge relating to customer loyalty in service industries.
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    Journal Title
    Journal of Marketing Practice: Applied Marketing Science
    Volume
    25
    Issue
    1
    DOI
    https://doi.org/10.1108/02634500710722425
    Subject
    Marketing not elsewhere classified
    Marketing
    Publication URI
    http://hdl.handle.net/10072/144036
    Collection
    • Journal articles

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