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dc.contributor.authorNdubisi, Nelson Oly
dc.date.accessioned2017-05-03T14:55:40Z
dc.date.available2017-05-03T14:55:40Z
dc.date.issued2006
dc.date.modified2014-04-15T00:03:48Z
dc.identifier.issn02634503
dc.identifier.doi10.1108/02634500610641552
dc.identifier.urihttp://hdl.handle.net/10072/58428
dc.description.abstractPurpose - This paper aims to investigate the role of gender in the association of relationship marketing underpinnings (namely trust, commitment, communication, and conflict handling) with customer loyalty. Design/methodology/approach - Data for the research were collected through a survey of customers of banks in Malaysia. Hierarchical Multiple Regression Analysis (HMRA) was used to estimate the moderation effect of gender in the RM-customer loyalty relationship. Findings - The results show that the four underpinnings of relationship marketing are directly associated with customer loyalty. Significant gender difference exists in the trust-loyalty relationship. Women are significantly more loyal than men at higher levels of trust in the bank. Gender does not moderate the relationship between commitment, communication, conflict handling and loyalty. Research limitations/implications - The research focuses on banking services; further research in other sectors may be necessary before generalization can be made on the entire service industry. In this study, gender plays an important role in customer loyalty. Female customers tend to be more loyal than male customers when the bank is highly trustworthy. Practical implications - Banks should increasingly demonstrate that they are trustworthy in order to keep customers loyal, more so female customers. They should also be committed to service, communicate effectively and handle conflicts well. Originality/value - Although there are studies on relationship marketing and customer loyalty, research on gender roles is very limited. By contributing to the body of knowledge in this area, this research adds significant value. Moreover, the study presents valuable information on the market behaviour of customers in Malaysia, which may be unfamiliar to many readers.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherEmerald Group Publishing Ltd.
dc.publisher.placeUnited Kingdom
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom48
dc.relation.ispartofpageto61
dc.relation.ispartofissue1
dc.relation.ispartofjournalMarketing Intelligence & Planning
dc.relation.ispartofvolume24
dc.rights.retentionY
dc.subject.fieldofresearchMarketing not elsewhere classified
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode150599
dc.subject.fieldofresearchcode1505
dc.titleEffect of gender on customer loyalty: a relationship marketing approach
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.date.issued2006
gro.hasfulltextNo Full Text
gro.griffith.authorNdubisi, Nelson Oly OO.


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