Examining the Inter-relationships among the Dimensions of Relationship Marketing
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The purpose of this paper is to examine the interrelationship among the dimensions of relationship marketing namely, trust, commitment, communication and conflict handling. Little is understood about the inter-relationship among these factors as all prior efforts in the area have focused on their impact on relationship outcomes such as satisfaction, loyalty and word-of-mouth communication. Some 400 bank customers in Malaysia were surveyed, with 220 usable responses on which analysis was based. The research found that there is strong evidence for the interrelatedness of trust, commitment, communication and conflict handling. Important managerial and marketing implications of the findings are discussed.
Asian Journal of Business Research
© 2011 Asia Business Research Corporation Limited. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
Marketing not elsewhere classified