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  • The association of gender to firm-customer relationship

    Author(s)
    Ndubisi, Nelson Oly
    N. Madu, Christian
    Griffith University Author(s)
    Ndubisi, Nelson Oly OO.
    Year published
    2008
    Metadata
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    Abstract
    Purpose - This paper aims to examine the association of relationship marketing variables (namely trust, commitment, communication, and conflict handling) with overall firm-customer relationship quality between male and female customers of Malaysian banks. Design/methodology/approach - Data were colleted through a field survey of randomly selected bank customers in Malaysia. Hierarchical multiple regression analysis (HMRA) was employed for data analysis. Findings - The results show that relationship marketing explains a significant amount of variance in overall firm-customer relationship quality. Except for communication, ...
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    Purpose - This paper aims to examine the association of relationship marketing variables (namely trust, commitment, communication, and conflict handling) with overall firm-customer relationship quality between male and female customers of Malaysian banks. Design/methodology/approach - Data were colleted through a field survey of randomly selected bank customers in Malaysia. Hierarchical multiple regression analysis (HMRA) was employed for data analysis. Findings - The results show that relationship marketing explains a significant amount of variance in overall firm-customer relationship quality. Except for communication, all the independent variables are significantly associated with perceived firm-customer relationship quality. No significant gender differences were observed. Originality/value - The quality of firm-customer relationship is important in customer retention and loyalty. There are efforts to understand the relationship marketing variables that drive overall relationship quality, but whether this relationship is generic or differs between males and females is unknown. The paper provides this insight.
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    Journal Title
    International Journal of Quality & Reliability Management
    Volume
    26
    Issue
    3
    DOI
    https://doi.org/10.1108/02656710910936744
    Subject
    Business and Management not elsewhere classified
    Applied Mathematics
    Business and Management
    Publication URI
    http://hdl.handle.net/10072/39985
    Collection
    • Journal articles

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