CONSEQUENCES OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY-Reference-Cited by-同舟云学术

CONSEQUENCES OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY

Published:2017-02-28 Issue:2 Volume:5 Page:180-190
ISSN:2350-0530
Container-title:International Journal of Research -GRANTHAALAYAH
language:
Short-container-title:Int. J. Res. Granthaalayah

Author:

Malik Muhammad Shaukat,Ali Huma,Ibraheem Tahir

Abstract

The objective of present study is to investigate the consequences of relationship marketing on customer loyalty. The study also investigates the moderating role of customer expertise between relationship marketing and customer loyalty. The data used in the present study was collected by using a self – administered questionnaire. Data were collected from telecom industry of Pakistan; more specifically data source is the telecom users in Multan. Sample size is 500 and these questionnaires were distributed to collect data among top universities located in Multan. Out of 400 received questionnaires 330 were selected for analysis. SPSS (version 20.0) was used for analysis and statistical tools like ANOVA, correlation analysis and multiple regressions were used. The result of the present study show that there exists a direct relation between relationship marketing and customer loyalty as well as customer expertise moderates the relationship.

Publisher

Granthaalayah Publications and Printers

Subject

Ocean Engineering

Reference49 articles.

1. Abdullah, F., & Kanyan, A. (2013). Managing the Dimensions of Relationship Marketing in the Food Service Industry. Jurnal Pengurusan 37, 91-103

2. Ahmed, F., Patterson, P. and Styles, C. (1999), “The determinants of successful relationships in international business”, Australasian Marketing Journal, Vol. 7 No. 1, pp. 5-21

3. Akhter, W., Abbasi, A. S., Ali, I., & Afzal, H. (2011). Factors affecting customer loyalty in Pakistan. African Journal of Business Management Vol. 5(4) , 1167-1174

4. Ali, J. F., Rehman, K. u., Yilmaz, A. K., & Afzal, N. S. (2010). Determinants of consumer retention in cellular industry of Pakistan. African Journal of Business Management Vol. 4(12) , 2402-2408

5. Ballantyne, D., Christopher, M. and Payne, A. (2003), “Relationship marketing: looking back, looking forward”, Marketing Theory, Vol. 3 No. 1, pp. 159-66

Cited by 3 articles. 订阅此论文施引文献订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献

1. Pillars of Customer Retention in the Services Sector: Understanding the Role of Relationship Marketing, Customer Satisfaction, and Customer Loyalty;Journal of the Knowledge Economy;2024-05-20

2. Relationship Marketing and Customer Loyalty in Chain Fast Food Establishments in Umuahia, Abia State, Nigeria;International Journal of Home Economics, Hospitality and Allied Research;2022-12-17

3. Emotional Intelligence Towards Customer Relationship Marketing;Advances in Marketing, Customer Relationship Management, and E-Services;2020