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Hänninen, Nora, and Heikki Karjaluoto. "The effect of marketing communication on business relationship loyalty." Marketing Intelligence & Planning 35, no. 4 (May 6, 2017): 458–72. http://dx.doi.org/10.1108/mip-01-2016-0006.
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Purpose The purpose of this paper is to create a new understanding of industrial business-to-business (B2B) relationships by connecting the theoretical streams of marketing communications and relationship marketing. This study tests how various marketing communication channels and communication quality increase the transformation of customer-perceived value into customer loyalty. Design/methodology/approach The theoretical framework consists of links between customer-perceived value, marketing communication quality, channel effectiveness, and customer loyalty. The age of the business relationship is also taken into consideration. Empirical testing is based on global survey data (n=121) collected from customers of Finnish manufacturing companies operating in the paper, mineral, and metal-processing industries. Findings The effects of customer-perceived value on customer loyalty are both direct and indirect, as marketing communications partially mediate this relationship. The customer-perceived effectiveness of various marketing communication channels adds more to loyalty formation than the perceived quality of marketing communications. Practical implications Of special interest for marketing practitioners is the channel-specific approach to the effectiveness of marketing communications. Results suggest that personalized channels would be the most important mediators of the effects of perceived value on loyalty and also bring up the possibility of combining personalized direct communication with new cost-effective digital channels. Originality/value Relatively little research has examined the mediating role of marketing communications in the relationship between perceived value and loyalty in the B2B context.
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Grant, David, Jouni Juntunen, Jari Juga, and Mari Juntunen. "Investigating brand equity of third-party service providers." Journal of Services Marketing 28, no. 3 (May 6, 2014): 214–22. http://dx.doi.org/10.1108/jsm-06-2012-0104.
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Purpose – The purpose of this paper is to apply theory and techniques from the services and marketing literature to a supply-chain context consisting of a shipper or seller, a customer or buyer and a third-party logistics service provider (3PL) to investigate corporate brand equity resulting from service quality, customer satisfaction and customer loyalty towards the 3PL. Design/methodology/approach – A conceptual model was developed from the literature and tested with Finnish industrial firms using an online survey. Data were analysed using structural equation modelling to examine relationships among the four constructs. Findings – Hypothesised relationships among the four constructs in the conceptual model were supported; however, the relationship between loyalty and corporate brand equity was weak. Research limitations/implications – This investigatory research is based on a one-country sample making transferability and generalisability to other countries difficult. Practical implications – The findings of this research should enable 3PL managers to determine those service offerings most important to shippers and customers, develop a service package using such offerings to satisfy their needs and thus build loyalty and corporate brand equity with both. Originality/value – This paper adds to our knowledge of these constructs in a supply-chain context, particularly for 3PLs, and provides an interdisciplinary approach to research in the supply-chain domain.
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Wedatama, Putu Bagus. "THE EFFECT OF SALESPERSON ETHICAL BEHAVIOR ON SATISFACTION, TRUST AND CUSTOMER LOYALTY (Study on customers of PT Kawan Lama Sejahtera in Bali)." JURNAL ILMU MANAJEMEN DAN BISNIS 10, no. 2 (October 1, 2019): 121–30. http://dx.doi.org/10.17509/jimb.v10i2.16160.
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The number of industrial equipment brands on the market has resulted in customers needing the role of sales force to get clear product information and good after-sales service. Sales who can behave ethically will be more trusted and can establish long-term relationships with customers. This study aims to explain the relationship between salesperson ethical behavior towards satisfaction and trust and its effect on customer loyalty levels at PT Kawan Lama Sejahtera at Bali.The population in this study were PT Kawan Lama Sejahtera customers who had made transactions at least 2 times within a period of 1 year. The size of the sampling was determined based on the non probability sampling method, namely purposive sampling with a total sample of 100 respondents. Questionnaire data that are collected from respondents, are analyzed by Structural Equation Modeling (SEM) with AMOS programs.The results of this study indicate that salesperson ethical behavior has a positive and significant effect on customer satisfaction and trust which are a dimension of the quality of the relationship. Customer satisfaction and trust also have a positive and significant influence on customer loyalty. The relationship between salesperson ethical behavior and customer trust is mediated by customer satisfaction, where the effect is significant.The managerial implications of the results of this study can be a consideration in the process of strategic policy making at PT Kawan Lama Sejahtera improve company’s performance in the future. Salesperson need to behave ethically in marketing their products in order to increase customer’s satisfaction and trust, and also establish long-term relationships with customers.
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Polimpung, Lisa Jolanda Catherine. "Pengaruh relationship marketing terhadap loyalitas konsumen pada Rumah Makan Patene di Makassar." Jurnal Manajemen Maranatha 20, no. 1 (November 12, 2020): 13–20. http://dx.doi.org/10.28932/jmm.v20i1.2812.
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Currently the world has entered globalization where this has led to many changes that have occurred in the aspect of life where competition in the industrial world is also getting tougher. Patene Restaurant in Makassar is a restaurant where you can feel the competition that is happening in the world today. This study analyzes the effect of relationship marketing input, namely understanding customer expectations, building service partnerships, and total quality management on the loyalty of consumers at Patene Restaurant in Makassar. The number of respondents was 211 respondents where the respondents filled out the questionnaire distributed by the researcher. This study found that the relationship marketing input applied by Patene Restaurant in Makassar has a significant effect on consumer loyalty at Patene Restaurant.
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Vidal, David, Hervé Fenneteau, and Gilles Paché. "Should I stay or should I go? Customers’ reactions faced with the deterioration of a business relationship." Journal of Business & Industrial Marketing 31, no. 1 (February 1, 2016): 47–58. http://dx.doi.org/10.1108/jbim-06-2014-0124.
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Purpose – This paper aims to develop a framework helping managers to understand reactions, adopting the supplier perspective, and starting from the idea that the outcome of the degradation process is mainly determined by customers’ reactions. Inter-organisational relationships are sometimes subject to degradation. When incidents arise, and relationship attractiveness decreases, its evolution becomes uncertain. Design/methodology/approach – A case study carried out with a large French industrial company (FabIndus) specialised in the production of supplies destined to a large variety of business sectors. In all, 26 semi-structured interviews were conducted with staff members of FabIndus and clients’ representatives identified as having recently been confronted with deterioration in their relationship. Findings – The paper finds that customers’ reactions vary according to the nature of the business relationship and the customer commitment when degradation begins. Using two types of commitment and the exit–voice–loyalty–neglect model, it is possible to identify four types of reactions in the situation of the deterioration of a relationship. For each one of the reactions, the paper defines the response strategy that suppliers may take on. Originality/value – The paper underlines the importance of a segmented view of business behaviours faced with the deterioration of a relationship. This can be helpful to elaborate differentiated response strategies, to avoid mutual misunderstandings.
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Kautsiro, Farium, and Prof Olawumi D. Awolusi. "Loyalty programs for the passenger transportation industry: a study of Zimbabwean Companies." Journal of Education and Vocational Research 11, no. 1(V) (October 26, 2020): 5–22. http://dx.doi.org/10.22610/jevr.v11i1(v).3068.
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The paper examined firstly whether companies in the passenger transportation industry have utilised loyalty programs and then ascertained how much value the companies have drawn from them in enhancing market share, operational efficiency and financial benefit. Specifically, the study assessed the influence of loyalty program on customer relationship management, operational efficiency and profitability. The research was undertaken on ten companies who have implemented some form of loyalty programs through applied research’s in-depth interviews with the top executives. The qualitative methodology was utilised to simplify and manage the collection of data without affecting the environment and context. Data collected were further analysed via Chi-square statistics and the three hypotheses were tested at 5% level of significance. The results indicate that companies have begun to utilise loyalty programs in their operations, though not entirely sweating the programs to attain the best possible value from them. Most importantly, the study concluded on the positive significant relationship between loyalty program and customer relationship management, operational efficiency and profitability in the Zimbabwe loyalty program. Both filled a few highlighted gaps in the literature. Research for the road passenger transportation sub-sector offers useful theoretical and managerial implications as few studies have been conducted for the airline industry, which has successfully implemented loyalty programs through frequent flier schemes. It is recommended that companies should ascertain passenger behaviour through passenger registration, thereby enhancing the sustainability of the relationship. This study provides theoretical support for the importance of loyalty programs as passenger relationship management tools if appropriately applied and implemented. Loyalty programs offer companies across industrial sectors with useful benefits such as brand loyalty, business efficiency due to enhanced planning and profitability due to increase in patronage from passengers who are less sensitive to the marketing efforts of competing brands. This knowledge should, therefore, enable transporters to ascertain the value of adopting and using loyalty programs appropriately thereby enhancing their competitive advantage in a fast-paced world economy.
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Chahal, Hardeep, Ramesh Dangwal, and Swati Raina. "Conceptualisation, development and validation of green marketing orientation (GMO) of SMEs in India." Journal of Global Responsibility 5, no. 2 (September 2, 2014): 312–37. http://dx.doi.org/10.1108/jgr-02-2014-0005.
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Purpose – The purpose of the study is twofold. First, to examine the domain of green marketing construct in the context of small and medium enterprises (SMEs) operating in emerging economies (i.e. India) across electrical industries and, second, to assess its impact on the SMEs performance. Design/methodology/approach – All the owners of electrical industries (SMEs) operating in Jammu District, that is, 152, were contacted using census method. Findings – The study identifies and confirms five factors, namely, greening the process, green supply chain management, green strategic policy initiative, proactive energy conservation and green innovation of green marketing as important dimensions of green marketing orientation (GMO) scale. All the dimensions of the GMO scale have positive and significant impacts on performance of the firms. In addition, there exists stronger impact of green marketing dimensions on the customer business to business (B2B) satisfaction and employee retention. Research limitations/implications – The research has certain unavoidable limitations. First, the study is based on only one sector, that is, electrical industries operating in developing industrial region of India and hence future research is suggested to comprehend green marketing in other green-savvy manufacturing sectors like pharmaceutical sector and service sector like hotels and hospitals. Further, the study has focussed on the development of GMO scale and future studies need to extend research to include variables like green satisfaction, green trust and green loyalty to understand their mediating role in green marketing and performance relationship. Furthermore, the moderating role of variables such as nature and age of the SMEs can also be studied in future research. Practical implications – GMO allows managers to understand how their firms facilitate green environment and they affect the business outcomes. Furthermore, GMO takes into consideration all important aspects (greening the process, green supply chain management, green strategic policy initiatives, proactive energy conservation and green promotion) which provide better explanatory power and identification of priority areas for managerial attention. GMO can be used by managers to determine which strategies and practices will have the most positive influence on employees’ outcome. Originality/value – This paper can help managers in identifying the perspectives of GMO in electrical sector for the developing countries. Unlike the three dimensions confirmed by studies, this study established five dimensions of green marketing, namely, greening the process green supply chain management, green strategic policy initiatives, proactive energy conservation and green promotion.
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Oly Ndubisi, Nelson. "Relationship marketing and customer loyalty." Marketing Intelligence & Planning 25, no. 1 (February 13, 2007): 98–106. http://dx.doi.org/10.1108/02634500710722425.
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Sarwari, Sara. "Relationship Marketing Model." International Journal of Customer Relationship Marketing and Management 9, no. 2 (April 2018): 16–32. http://dx.doi.org/10.4018/ijcrmm.2018040102.
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To keep the customer loyal, today relationship marketing gets more and more attention in hospitality industry especially in the hotel business. This article develops a model of relationship marketing to empirically investigate: (1) the effect of emotions on relationship quality; and (2) and the effect of both relationship quality and emotions on customer loyalty. Here empirical findings are derived from a survey of 284 loyal guests at five-star hotels in Bangladesh by using structural equation modeling (AMOS 21.0). The findings of this article provide strong evidence of the relationship between emotions and relationship quality, which in turn are necessary determinants of customer loyalty. Findings imply that increase of the positive emotions of customers will increase the relationship quality between the hoteliers and the customers, which ultimately introduce more loyal customers in the five-star hotels in Bangladesh and make the hotels pursuit more competitive advantage, and long-term profit.
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Bhat, Suhail Ahmad, and Mushtaq Ahmad Darzi. "Customer relationship management." International Journal of Bank Marketing 34, no. 3 (May 16, 2016): 388–410. http://dx.doi.org/10.1108/ijbm-11-2014-0160.
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Purpose – The purpose of this paper is to develop a comprehensive integrated model which helps in explaining the impact of Customer Relationship Management (CRM) dimensions (complaint resolution, customer knowledge, customer empowerment and customer orientation) on customer loyalty and competitive advantage of a bank. The study also explores the mediating role of customer loyalty in the relationship between CRM and competitive advantage in retail banking. Design/methodology/approach – The research is based on a theoretical model which consists of four CRM dimensions and two exogenous variables. These have been used for establishing the hypotheses to analyze relationships between the variables constituting the CRM model. The data have been collected from 278 customers of a private bank. The data were analyzed using structural equation modeling (SEM). The scale was developed and purified through factor analysis (exploratory and confirmatory factor analysis). SEM was then used to examine the causal relationships and “model fit” of the proposed model. Findings – The results provide evidence that the four CRM dimensions have a positive effect on customer loyalty and competitive advantage of the bank. Among the CRM dimensions, customer knowledge is most influential of all the dimensions. Furthermore, customer loyalty acts as the mediator in the CRM model between CRM and competitive advantage. Research limitations/implications – Since, the study involved a single bank and therefore the results should be generalized cautiously. Only four CRM variables were included in the study; additional variables can be introduced in further studies involving different contexts. Practical implications – The study highlights and supports the need for mangers to devote additional resources toward developing a better CRM system. Therefore, mangers need to think beyond the technological aspects and should focus on these four dimensions, especially customer knowledge, to enhance the loyalty and competitiveness. Originality/value – The paper investigated hitherto unexplored relationships between customer-centric CRM dimensions instrumental in providing competitive advantage to a bank through mediational analysis. Thus, it contributes to the information on the implementation of CRM practices valuable for banking sector.
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Malik, Muhammad Shaukat, Huma Ali, and Tahir Ibraheem. "CONSEQUENCES OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY." International Journal of Research -GRANTHAALAYAH 5, no. 2 (February 28, 2017): 180–90. http://dx.doi.org/10.29121/granthaalayah.v5.i2.2017.1722.
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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.
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Tabrani, Mirza, Muslim Amin, and Ahmad Nizam. "Trust, commitment, customer intimacy and customer loyalty in Islamic banking relationships." International Journal of Bank Marketing 36, no. 5 (June 4, 2018): 823–48. http://dx.doi.org/10.1108/ijbm-03-2017-0054.
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PurposeThe purpose of this paper is to investigate the role of trust in enhancing customer loyalty, and to test the mediation role of commitment and customer intimacy in the relationship between trust and customer loyalty.Design/methodology/approachA total of 500 questionnaires were distributed and 200 were returned (40 percent response rate), and a structural equation modeling technique was used to test the hypotheses.FindingsThe results of this study show that trust has a significant relationship with commitment and customer intimacy but no significant relationship was found with customer loyalty. Commitment and customer intimacy have a significant relationship with customer loyalty. The mediation analysis reveals that commitment and customer intimacy play a mediation role in the relationship between trust and customer loyalty.Practical implicationsThis study indicates that commitment and customer intimacy affect customer loyalty. The role of commitment and customer intimacy as a mediator between trust and customer loyalty indicates that customers are committed to continuing and maintaining the relationships with Islamic banks.Originality/valueThis study provides empirical evidence on interrelationships between trust, commitment, customer intimacy and customer loyalty in banking relationships.
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Limakrisna, Nandan, Deden Komar Priatna, and Winna Roswina. "Building Customer Loyalty." International Journal of Engineering & Technology 7, no. 2.29 (May 22, 2018): 412. http://dx.doi.org/10.14419/ijet.v7i2.29.13664.
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The purpose of this research is to know marketing communications, banking in Indonesia for the debtor of credit of middle and small enterprise (MSE). Knowing credit debtor relationship of MSE woke up by banking in Indonesia. Knowing the influence of marketing communications and debtor relationship to the credit loyalty of MSE banking in Indonesia. Method of Research used are method of descriptive and explanatory survey. Unit analysis is credited debtor of MSE credit at banking in Indonesia of the size sample equal to 257 MSE. The tools of analysis in this research are structural equation model (SEM). Finding of this research is that debtor relationship and marketing communication have an effect on credit debtor loyalty of MSE, but debtor relationship of MSE has dominant effect. A novelty in this research is MSE debtor at banking in Indonesia has rarely been researched in previous studies. The contribution of this research is the debtor relationship is very important for building debtor loyalty of banking in Indonesia, especially the sustainability of the payment of installment.
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Yulisetiarini, Diah, Rizal Syahrial Riadi, and Gusti Ayu Wulandari. "Pengaruh Customer Relationship Marketing Terhadap Customer Loyalty Melalui Customer Value Pada Bank Jatim Di Jember." e-Journal Ekonomi Bisnis dan Akuntansi 4, no. 2 (November 14, 2017): 178. http://dx.doi.org/10.19184/ejeba.v4i2.5794.
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This research is aimed to analyse the influence of customer relationship marketing and customer value to customer loyalty in Bank Jatim Jember. This reserach using explanatory research aproach, the population are those customers who of bank jatim jember with obtained 110 respondents as sample using ferdinand formulas .The analyse method in this research using path analyse .The result of this research is customer relationship marketing significantly influenced customer value, customer relationship marketing significantly influenced customer loyalty, customer value significantly influenced customer loyalty .
Keywords: Instability of exports, instability indexes, non-oil, export
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Abror, Abror, Dina Patrisia, Yunita Engriani, Susi Evanita, Yasri Yasri, and Shabbir Dastgir. "Service quality, religiosity, customer satisfaction, customer engagement and Islamic bank’s customer loyalty." Journal of Islamic Marketing 11, no. 6 (November 27, 2019): 1691–705. http://dx.doi.org/10.1108/jima-03-2019-0044.
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Purpose The purpose of this study is to investigate the influential factors of customer loyalty to Islamic banks, namely, service quality, customer satisfaction, customer engagement and religiosity. Design/methodology/approach This study is a survey of 335 Islamic bank customers in West Sumatra, Indonesia. This research deployed purposive sampling and analyzed the data by using covariance-based structural equation modeling. Findings Service quality has a positive and significant impact on customer satisfaction. Religiosity has a significant and negative moderating impact on the service quality–customer satisfaction relationship. Service quality has no significant influence on customer loyalty. Customer satisfaction is a significant antecedent of customer engagement and loyalty. Finally, customer engagement has a significant and positive effect on customer loyalty. Research limitations/implications This study is a combination of cross-sectional and a single-country case. Accordingly, the results may not be representative of other countries. Similar studies in longitudinal data collection are conducted in other countries (e.g. ASEAN countries), which would therefore be worthwhile. Some antecedents of customer loyalty have been neglected in this study (e.g. customer value co-creation and customer commitment); hence, the future study may investigate those factors. Practical implications By considering these Islamic banks’ antecedents, the Islamic banks might enhance their customer loyalty. Also, this study has revealed the moderating role of religiosity in a loyalty relationship. Therefore, it will give insights for the Islamic bank managers in decision-making. Originality/value This study has revealed the moderating role of religiosity on the link between service quality and customer satisfaction in Islamic banks, which is, to the authors’ knowledge, neglected in the previous studies. The customers with high religiosity will have a higher standard of satisfaction and demand a better service quality than the customers with low religiosity. This study has also examined the relationships between service quality, religiosity, customer satisfaction, customer engagement and loyalty as a whole, which have been limited previously.
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Leverin, Andreas, and Veronica Liljander. "Does relationship marketing improve customer relationship satisfaction and loyalty?" International Journal of Bank Marketing 24, no. 4 (June 2006): 232–51. http://dx.doi.org/10.1108/02652320610671333.
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Candra, Sevenpri, and Fanny Peolana. "THE EFFECT OF RELATIONSHIP MARKETING IN INDONESIAN COSMETICS MARKET." Humanities & Social Sciences Reviews 7, no. 6 (November 28, 2019): 416–24. http://dx.doi.org/10.18510/hssr.2019.7667.
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Purpose: The success of a business distributor is closely associated with its customers, so that customer satisfaction and loyalty should be maintained well. This research aims to clarify whether there’s a significant effect between relationship marketing and corporate image on customer satisfaction and its impact on customer loyalty in the Cosmetics Company.
Methodology: This research is a quantitative, design with an associative descriptive study, to provide an overview of the effect between variables to be studied to test the hypothesis that has been established through a questionnaire survey. The population in this study is 54 retailer customers from Cosmetics Industry. The collected data were processed using the method of Partial Least Square (PLS) using software Warp PLS 5.0.
Result: Results showed that there is a significant effect between relationship marketing on customer satisfaction, and between customer satisfactions on customer loyalty. But there is no significant effect of corporate image on customer satisfaction. Furthermore, there is a significant indirect effect between relationship marketing on customer loyalty through customer satisfaction. However, there is no significant indirect effect between corporate images on customer loyalty through customer satisfaction.
Applications: This research can be used for universities, teachers, and students.
Novelty/Originality: In this research, the model of the -- is presented in a comprehensive and complete manner.
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Kartika Sari Girsang, Runita, Sumiati Sumiati, and Achmad Helmy Djawahir. "THE INFLUENCE OF SELF-SERVICE TECHNOLOGY AND CUSTOMER RELATIONSHIP MARKETING ON CUSTOMER LOYALTY MEDIATED BY CUSTOMER SATISFACTION." Jurnal Aplikasi Manajemen 19, no. 1 (March 1, 2021): 217–28. http://dx.doi.org/10.21776/ub.jam.2021.019.01.20.
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The purpose of this study is to explain the effect of self-service technology and customer relationship marketing on customer loyalty mediated by customer satisfaction. This research is quantitative research with an explanatory research approach. This research was conducted on customers who have an account at PT. Bank Central Asia, Tbk Tulungagung Branch, a minimum of three years is 82 respondents. Data collection uses questionnaires, documentation, and interviews with SmartPLS version 3.0 analysis tools. The result of the research shows that the direct influence of self-service technology influence on customer satisfaction and the influence of self-service technology on customer loyalty has a significant influence. The influence of customer relationship marketing on customer satisfaction and the influence of customer relationship marketing on customer loyalty has a significant influence. And, the effect of customer satisfaction on customer loyalty has a significant influence. The results of research for indirect influence, namely the influence of self-service technology on customer loyalty through customer satisfaction and influence customer relationship marketing to customer loyalty through customer satisfaction has mediation relationship. The next researcher needs to re-analyze self-service technology, customer relationship marketing as a variable that can increase customer loyalty in other companies that show different characteristics of the subjects of this study. Besides, it needs to be done on government bank customers who have certain characteristics, so that research can be generalized, namely to private companies or government companies.
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Kamath, Pallavi R., Yogesh P. Pai, and Nandan K. P. Prabhu. "Building customer loyalty in retail banking: a serial-mediation approach." International Journal of Bank Marketing 38, no. 2 (October 3, 2019): 456–84. http://dx.doi.org/10.1108/ijbm-01-2019-0034.
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Purpose The purpose of this paper is to advance research on the relationship between customer experience and customer loyalty by exploring the serially mediating roles of brand equity and customer satisfaction and the moderating roles of age, gender, education and family income in the retail banking industry. Design/methodology/approach A total of 500 responses of retail banking customers were used to test the model using the partial least squares structural equation modeling approach. Advanced statistical techniques, such as importance-performance map analysis and a joint application of FIMIX-PLS and PLS-POS, were used to gain new insights. Findings The study highlighted that the relationship between customer experience and loyalty is serially mediated by brand equity and customer satisfaction. Age, gender and education were found to be significant moderators in the customer experience–loyalty relationship. Age and gender were found to be significant moderators in the brand equity–loyalty relationship. Practical implications The study strongly suggests that practitioners not only focus on delivering exceptional customer experiences but also on providing leverage brand equity and satisfaction to build customer loyalty. Practitioners should focus on training their front-line employees to improve the quality of their behavior and relations with customers and thereby build customer loyalty. Originality/value To the authors’ knowledge, this is the first study to explore the mediating role of several variables sequentially and the moderating role of customer demographics in the customer experience–customer loyalty relationship.
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Blackwell, Steven A., Sheryl L. Szeinbach, Dewey D. Garner, James H. Barnes, and Victoria D. Bush. "Relationship Marketing: A Missing Component in Customer Loyalty." Journal of Pharmaceutical Marketing & Management 13, no. 2 (January 1999): 1–25. http://dx.doi.org/10.3109/j058v13n02_01.
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Lian, Song Bee, and Liew Chee Yoong. "The Effectiveness of Strategic Relationship Marketing: Exploring Relationship Quality towards Customer Loyalty." International Business Research 10, no. 12 (November 8, 2017): 159. http://dx.doi.org/10.5539/ibr.v10n12p159.
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This study examines customer satisfaction, trust, control mutuality and communication as determinants of relationship quality and customer loyalty in relationship marketing. The study focuses on Malaysian telecommunication industry in the business-to-customer context. The structural equation modelling technique is used to empirically test the proposed hypotheses based on the sample size of 405 customers collected by a questionnaire survey. Trust had the greatest positive influence on relationship quality, followed by satisfaction. Subsequently, there was no significant effect of control mutuality and communication on relationship quality. Customer loyalty was significantly affected by relationship quality. The contribution of this paper is twofold. From a theoretical perspective, the social exchange theory is validated and it offers both a conceptual foundation and empirical-based evaluation of customer loyalty through the context of relationship quality. In the practical perspective, the findings proposed useful information to the telecommunication service providers in developing more effective relationship marketing strategies to build better relationship quality and customer loyalty.
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Rosa, Dayanna, and Orlando Lima Rua. "Relationship Marketing and Intangible Resources: The Mediating Effect of Loyalty." Review of Marketing Science 18, no. 1 (September 18, 2020): 117–43. http://dx.doi.org/10.1515/roms-2020-0026.
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AbstractThis paper aims to introduce loyalty as a relevant mediator construct on the relation between relationship marketing and intangible resources. This study tests a hypothesized model using partial least squares structural equation modeling on data from a survey conducted with Portuguese footwear industry companies based in Portugal. Findings provides evidence that in the perception of top managers, (1) relationship marketing positively influences customer loyalty, (2) customer loyalty positively influences the company’s intangible resources and (3) customer loyalty has a mediating effect between relationship marketing and intangible resources. Generally, managers can use this research to rethink their corporate relationship marketing strategies: companies may acquire meaningful market benefits through a systematic reconfiguration of their intangible resources, combined with measures that empower loyalty. This study contributes to marketing theory by conceptualizing loyalty as a mediator variable on the relations between relationship marketing and intangible resources, comprising a pioneering application to the footwear industry.
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Tanveer, Muhammad, Abdul-Rahim Ahmad, Haider Mahmood, and Ikram Ul Haq. "Role of Ethical Marketing in Driving Consumer Brand Relationships and Brand Loyalty: A Sustainable Marketing Approach." Sustainability 13, no. 12 (June 17, 2021): 6839. http://dx.doi.org/10.3390/su13126839.
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This research is focused on studying the impact of ethical marketing practices on value-adding product sustainability and customer brand relationship sustainability. It further investigates the consequent effects of value-adding product sustainability and customer brand relationship sustainability on brand loyalty. Data for this study were collected from a sample of 1500 customers having multiple interactions with goods and brands of retail organizations in Pakistan. We employed structural equation modeling (SEM) using SPSS 24.0 to analyze our data. The findings of this paper provide empirical support to the proposed relationships. More specifically, ethical marketing practices were found to have a significant impact on value-adding product sustainability and customer-value brand relationship sustainability. The findings also support a positive impacts of value-adding product sustainability and customer-value brand relationship sustainability on brand loyalty. This study provides some valuable implications for the theory and practice in that it identifies and empirically validates key ethical marketing factors affecting loyalty in business-to-consumer interactions. Besides, this study advocates implications for firms regarding some key aspects of ethical marketing practices that should be strengthened to achieve sustained brand loyalty.
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Ansori, Putra Budi. "PENGARUH RELATIONSHIP MARKETING TERHADAP CUSTOMER LOYALTY DI PT. MPM FINANCE CABANG PANAM PEKANBARU." Journal Development 6, no. 1 (June 28, 2018): 33–46. http://dx.doi.org/10.53978/jd.v6i1.65.
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This research was conducted in the research conducted at PT MPM Finance, branches of Panam Pekanbaru, HR Soebrantas KM 12 No:A7 Pekanbaru City in 2017. Research aims to understand the influence of relationship marketing to customer loyalty in PT.MPM finance the branches of panam pekanbaru. The population in this study is 8,943 consumers who at PT MPM Finance, branches of Panam Pekanbaru, Then the number of samples is rounded to 99 consumers, after calculated by the Slovin formula. The sampling technique was done by accidental sampling. It means respondents (a subject) selected by chance alone from members of the population who are willing to are only sampled.From the analysis of single linear regression equation was formulated:
Y= 7,988 + 0,639X .Where, constant at 7,988, meaning that if the variable Relationship Marketing is 0, then the dependent variable Relationship Marketing of 7,988 and a regression coefficient of variable variable Relationship Marketing amounted to 0,639, which means that if the Customer Loyalty increased by 1 point, then the Customer Loyalty also will be increased by 0,639. The coefficient is positive, meaning a positive relationship between the Relationship Marketing of the Customer Loyalty. The higher the Relationship Marketing the increasing Customer Loyalty. Based on test result of significant test (t), obtained t count value for independent variable of Relationship Marketing (X) is 12,486. The t table value with df = 99-2 and the 5% or 0.05 confidence level, is 1.98472. From these values can be concluded t count > t tabel means, there is a significant relationship or influence between Relationship Marketing to the Customer Loyalty of PT MPM Finance, branches of Panam Pekanbaru. Obtained value of R2 or R Square equal to 0,616 or 61,6%. This value can be interpreted that changes in the value of Customer Loyalty are influenced by changes in the value of free Relationship Marketing by 61,6 % while 38,4% is determined by other variables that do not exist in this research model.
Keyword : Relationship Marketing, Customer Loyalty
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Wetsch, Lyle R. "Trust, Satisfaction and Loyalty in Customer Relationship Management." Journal of Relationship Marketing 4, no. 3-4 (February 21, 2006): 29–42. http://dx.doi.org/10.1300/j366v04n03_03.
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Ratna Yuwita, Ela, and Arissetyanto Nugroho. "EFFECT OF SERVICE QUALITY AND RELATIONSHIP MARKETING ON CUSTOMER SATISFACTION AND ITS IMPACT ON LOYALTY SERVICE ON WISMA SOEWARNA BRACH OFFICE (KCP) OF BNI OF TANGERANG." Dinasti International Journal of Digital Business Management 1, no. 2 (February 9, 2020): 154–64. http://dx.doi.org/10.31933/dijdbm.v1i2.133.
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The purpose of this study is to determine the Effect of Service Quality and Relationship Marketing on Customer Satisfaction and Its Impact on Loyalty by measuring indicators that affect the variable Service Quality and Relationship Marketing on customer satisfaction variables and their implications on customer loyalty variables. This research applies a descriptive research design using survey methods. Sampling uses convinient sampling as a sampling technique. This study was tested using the structural equation modeling (Lisrel) approach to test the significance of the significance of the overall model and predetermined pathway. The findings show that Service Quality and Relationship Marketing variables significantly influence customer satisfaction variables. Further findings indicate that Service Quality and Relationship Marketing variables directly have a significant effect on customer loyalty variables. This study also shows that customer satisfaction has an influence on customer loyalty variables. It is recommended to companies to improve the excellence of Service Quality and Relationship Marketing.
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., Estikowati, Widji Astuti, and Harianto Respati. "The Influence of Experiential Marketing and Relationship Marketing on Hotel Customer Loyalty." East African Scholars Journal of Economics, Business and Management 3, no. 9 (September 30, 2020): 723–30. http://dx.doi.org/10.36349/easjebm.2020.v03i09.003.
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Thakur, Rakhi. "The moderating role of customer engagement experiences in customer satisfaction–loyalty relationship." European Journal of Marketing 53, no. 7 (July 8, 2019): 1278–310. http://dx.doi.org/10.1108/ejm-11-2017-0895.
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Purpose This study aims to examine the moderating role of customer engagement experiences in satisfaction–loyalty relationship in the digital business environment. This paper looks at mobile apps for shopping and travel planning to understand these relationships. Design/methodology/approach This paper includes the conceptualization and validation of the proposed relationship through multiple studies. An exploratory qualitative study was conducted to identify the relevant engagement experiences. Subsequently, multiple quantitative studies were conducted to examine the proposed relationships. Findings The effect of satisfaction on continuance intention is stronger among customers with higher levels of engagement. Further, the propensity to provide electronic word of mouth is non-linear in customers with higher levels of engagement and may not vary directly with satisfaction levels. Research limitations/implications The findings of this study contribute to the emerging literature on customer engagement and mobile app-usage domains. Future studies may examine such a relationship in different businesses and on varied digital platforms. Practical implications The findings of this paper may provide actionable insights to marketers, giving them a mechanism to segment customers based on engagement levels and using discretion while focusing on satisfaction levels among different segments. Originality/value This study validates the proposed moderating role of customer engagement in the satisfaction–loyalty relationship. The non-linear relationship between satisfaction and loyalty is also demonstrated.
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Simbolon, Freddy Pandapotan. "The Impact of Relationship Marketing Strategy in Indonesia Retail Industries." Binus Business Review 7, no. 2 (September 27, 2016): 143. http://dx.doi.org/10.21512/bbr.v7i2.1590.
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This research aimed to examine the impact of relationship marketing strategy on customer loyalty in Indonesia’s retail industries. A questionnaire derived from previous studies and the relevant literature was completed by 182 retail customers in Jakarta. Multiple regression analysis assessed the impact on customer loyalty of four key constructs of relationship marketing (trust, commitment, communication, and conflict handling). The two variables (trust and commitment) had a significant effect and predicted a good proportion of the variance in customer loyalty. Moreover, they were significantly related to one another. The relationships investigated in this study deserved further research. Since the data analyzed were collected from one sector of the service industry in one region, more studies were required before general conclusions can be drawn. 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 a commitment to service, communicating with customers in a timely, reliable and proactive fashion, and handling conflict efficiently, reinforces and refines the body of knowledge relating to customer loyalty in service industries.
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Parsana, Dewa Nyoman Wiesdya Danabrata, and I. Gusti Ayu Ketut Giantari. "PERAN CUSTOMER SATISFACTION MEMODERASI PENGARUH RELATIONSHIP MARKETING TERHADAP CUSTOMER LOYALTY (Studi pada PT. Bank BRI Cabang Gatot Subroto Denpasar)." E-Jurnal Manajemen Universitas Udayana 9, no. 5 (May 3, 2020): 1656. http://dx.doi.org/10.24843/ejmunud.2020.v09.i05.p01.
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Tujuan penelitian ini adalah untuk menjelaskan pengaruh customer satisfaction dan relationship marketingterhadap customer loyalty serta untuk menjelaskan customer satisfactionmemoderasi pengaruh relationship marketingterhadap customer loyalty pada PT. Bank BRI Cabang Gatot Subroto Denpasar. Penelitian ini dilakukan di PT. Bank BRI Cabang Gatot Subroto Denpasar. Populasi penelitian ini adalahseluruh nasabah PT. Bank BRI Cabang Gatot Subroto Denpasar. Pengambilan sampel menggunakan metode purposive sampling. Teknik analisis data yang digunakan adalah MRA.Hasil penelitian menunjukkan bahwa relationship marketing dan customer satisfaction berpengaruh positif dan signifikan terhadap customer loyalty pada PT. Bank BRI Cabang Gatot Subroto Denpasar.Customer satisfactionmemoderasi pengaruh positif relationship marketingterhadap customer loyalty pada PT. Bank BRI Cabang Gatot Subroto Denpasar. Implikasi penelitian menunjukan bahwa relationship marketing dan customer satisfaction nasabah sampai saat ini sudah dapat dikategorikan dalam predikat baik, akan tetapi manajemen harus berusaha memberikan yang terbaik kepada nasabah agar dapat menjaga dan meningkatkan loyalitas nasabah.
Kata kunci: customer satisfaction, relationship marketing, customer loyalty
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Ade Permana, Angga, Muhammad Firdaus, and Muhaimin Dimyati. "Application of Customer Relationship Marketing Towards Customer Loyalty Through Trust in Bank." Wiga : Jurnal Penelitian Ilmu Ekonomi 10, no. 2 (September 30, 2020): 179–90. http://dx.doi.org/10.30741/wiga.v10i2.622.
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Customer relationship marketing as a strategy to build good relationships with customers in the long run by combining the ability to respond directly and to serve customers with high interaction. The purpose of this study is whether customer relationship marketing influences customer loyalty through trust, directly or indirectly. The sampling technique that researchers took was Nonprobability sampling and using purposive sampling. The type of research method used in this research is path analysis, t-test, determination R2 . The path analysis results show that the variable component of customer relationship marketing which includes commitment and conflict handling has a significant direct relationship to trust and loyalty while communication does not have a negative influence or a negative effect on customer trust or loyalty
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Makanyeza, Charles, and Lovemore Chikazhe. "Mediators of the relationship between service quality and customer loyalty." International Journal of Bank Marketing 35, no. 3 (May 15, 2017): 540–56. http://dx.doi.org/10.1108/ijbm-11-2016-0164.
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Purpose There is a dearth of studies that have investigated mediators of the effect of service quality on customer loyalty under the conditions prevailing in Zimbabwe; where bank customers’ confidence in the banking system has been dented by bank failures. Therefore, the purpose of this paper is to investigate the mediators of the effect of service quality on loyalty among bank customers in Zimbabwe. Design/methodology/approach A cross-sectional survey of 310 bank customers was conducted in Chinhoyi, Zimbabwe. A questionnaire with Likert type questions was used to collect data. Customers were randomly intercepted as they walked out of five major banks. Structural equation modelling was used to test the proposed relationships. Findings The study found that service quality, satisfaction and corporate image all have positive direct effects on loyalty. It was also found that satisfaction and corporate image all mediate the effect of service quality on loyalty. Research limitations/implications The study was conducted in Chinhoyi, one of the emerging towns in Zimbabwe. There is a need to conduct more similar studies in other parts of the world in future in order to have a better understanding of this subject. Practical implications Banks are advised to address issues to do with service quality, customer satisfaction and corporate image when designing marketing programmes intended to increase customer loyalty. Originality/value Studies that have investigated mediators of the relationship between service quality and customer loyalty in banking environments such as in Zimbabwe are scarce. This study was conducted to address this knowledge gap. Relationships among customer loyalty and its antecedents are not likely to change due to conditions prevailing in a particular banking environment.
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Zaid, Sudirman. "The role of relationship marketing to building loyalty on bank customers." International Journal of Research in Business and Social Science (2147- 4478) 9, no. 3 (April 30, 2020): 26–33. http://dx.doi.org/10.20525/ijrbs.v9i3.657.
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This study aims to test the role of relationship marketing on customer loyalty. The research used a quantitative approach with the survey method. The population of the research is all customers of BRI Bank in Kendari City Indonesia, where the respondent in this research is 77 customer. The cross-sectional data were collected to measure each variable research. Analysis research used Partial Least Squared (PLS) to test the role of each relationship marketing variable in building customer loyalty. The results explained that;(a) communication has a significant role on trust; (b) handling problem has a non-significant role on trust; (c) communication has a significant role on commitment; (d) handling problem has a non-significant role to commitment; (e)trust has a significant role on commitment; (f) communication has a non-significant role on loyalty; (g) handling problem has a non-significant role on loyalty; (h)trust has a significant role to customer loyalty; and (i) commitment has a significant role on loyalty. This study also found that the problem handling variable has no role in building customer loyalty. This study concludes that the BRI Bank is still not good at handling problems with its customers and the variables of trust and commitment play a significant role in mediating the role of communication in building customer loyalty.
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Mahmudi, Mahmudi, and Rizka Luluh Prastmawati. "The Effect of Sharia Governance and Customer Relationship Marketing on Muzakki Loyalty." AKRUAL: Jurnal Akuntansi 12, no. 1 (October 24, 2020): 1. http://dx.doi.org/10.26740/jaj.v12n1.p1-17.
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This study aims to analyze the effect of sharia governance and customer relationship marketing on muzakki loyalty. In this study, sharia governance was divided into six variables, i.e. transparency, accountability, responsibility, independence, fairness, and sharia compliance. Whereas customer relationship marketing was divided into four variables, i.e. trust, communication, commitment, and customer intimacy. We employed survey as a preferred method to obtained data. The samples of this study consisted of 200 muzakki (zakat payer) at amil zakat institutions (LAZ) in Yogyakarta, Indonesia. The data was analyzed using OLS regression techniques. The results of this research found that transparency, fairness and sharia compliance have a positive significant effect on customer loyalty, while accountability, responsiveness, and independency do not have significant effect on customer loyalty. Regarding the variable of customer relationship marketing, the result showed that communication, trust, and customer intimacy have a positive and significant effect on muzakki loyalty while commitment has no effect. It can be inferred that sharia governance and customer relationship marketing partially have a positive effect on muzakki loyalty.
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Esmark, Carol L., Stephanie M. Noble, and John E. Bell. "Open versus selective customer loyalty programmes." European Journal of Marketing 50, no. 5/6 (May 9, 2016): 770–95. http://dx.doi.org/10.1108/ejm-11-2014-0730.
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Purpose This paper aims to examine the impact of an open loyalty programme (anyone can join) versus a selective programme (requirements must be met) to show what types of loyalty programmes are most effective. In-group identification, gratitude, stage of relationship and visibility are additionally examined. Design/methodology/approach Two studies use experimental methodology to initially test the relationships. A third study uses survey and panel data. Findings Open programmes lead to more in-group identification, while selective programmes lead to higher levels of gratitude, especially in mature stages. Visible programmes lead to more in-group identification. Industry differences are presented. Research limitations/implications The first two studies use a student sample (although Study 3 uses penal data). The research is limited to the variables examined. The findings add to theory by showing differences between open and selective loyalty programmes. Practical implications The findings show how different retailer offerings change the value and experience to the customer leading to loyalty intentions. Loyalty programme designers can tailor their programme structure to fit their customers and overall strategy. The findings also shed light on the strategic importance of tiered loyalty programmes. Originality/value The examination of how a customer enters a loyalty programme is not in current literature. The research shows how loyalty intentions are impacted by design of the programme, including how a customer signs up for a programme. The mechanisms through which the relationship works increase the understanding of loyalty programme effectiveness.
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Pebrianti, Wenny, Wenseslaus Tanwira, and Ahmadi Ahmadi. "Online Relationship Marketing and Customer Loyalty Based on Signalling Theory." GATR Journal of Management and Marketing Review 6, no. 1 (March 7, 2021): 86–93. http://dx.doi.org/10.35609/jmmr.2021.6.1(9).
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Objective – The purpose of this study was to determine the effect of Online Relationship Marketing on customer loyalty which was examined from the perspective of signalling theory in the banking sector. Methodology/Technique – Signalling theory is used to identify the tendency of companies to build relationships with consumers by sending signals to consumers through a variety internet tools and applications to communicate transparency, security, and privacy to influence consumer perceptions, behavior, and interests. Data was analyzed using quantitative methods with the SEM-PLS method involving 384 samples. Findings – The results of this study indicate that Online Relationship Marketing activities, such as engagement and interactivity, have a significant direct effect on customer loyalty and online trust. Novelty - Online trust in this study has a significant effect on customer loyalty and has a partial mediating role. Type of Paper: Empirical. JEL Classification: M31, M39. Keywords: Engagement; Interactivity; Online Trust; Customer Loyalty; Signalling Theory Reference to this paper should be made as follows: Pebrianti, W; Tanwira, W; Ahmadi. (2021). Online Relationship Marketing to Customer Loyalty Based on Signalling Theory, Journal of Management and Marketing Review, 6(1) 86 – 93. https://doi.org/10.35609/jmmr.2021.6.1(9)
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El-Adly, Mohammed Ismail. "Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty." Journal of Retailing and Consumer Services 50 (September 2019): 322–32. http://dx.doi.org/10.1016/j.jretconser.2018.07.007.
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Ma, Baolong, Xiaofei Li, and Lin Zhang. "The effects of loyalty programs in services – a double-edged sword?" Journal of Services Marketing 32, no. 3 (May 14, 2018): 300–310. http://dx.doi.org/10.1108/jsm-06-2016-0227.
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Purpose This paper aims to demonstrate both the positive and negative effects of loyalty programs. The study proposes a model to demonstrate why and how loyalty program strategies can result in good customer relationships and customer entitlement behaviors. Various configurations of three different loyalty program strategies are analyzed – tangible rewards, preferential treatment and perceived status. Design/methodology/approach The authors’ hypotheses were tested by analyzing the survey data of 152 frequent flyer program members in China through partial least squares-structural equation modeling. Fuzzy-set qualitative comparative analysis (fsQCA) was used to test different configurations of the three loyalty program strategies. Findings A net effects analysis demonstrates that loyalty programs are a double-edged sword. While loyalty programs can improve customer relationships, strategies based on perceived status have a positive relationship to customer entitlement, which may lead customers to expect extraordinary efforts from companies, such as greater discounts and extra privileges. Using fsQCA, the authors determined four sufficient configurations of high level of relationship quality and high level of customer entitlement, which also support their findings. Originality/value First, this study expands the research on loyalty programs by providing an examination of their positive and negative consequences. Second, by proposing the configuration paths that lead to high level of relationship quality and high level of customer entitlement using fsQCA, this research enriches research on the net effects of loyalty programs, providing researchers and practitioners with a more comprehensive understanding of loyalty programs. Third, this research extends the concept of customer entitlement to the context of buyer–seller relationships by introducing perceived status as an important antecedent of customer entitlement and by identifying four sufficient configurations.
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La, Suna, and Youjae Yi. "A Critical Review of Customer Satisfaction, Customer Loyalty, Relationship Marketing, and Customer Relationship Management." Korean Marketing Review 30, no. 1 (February 28, 2015): 53. http://dx.doi.org/10.15830/kmr.2015.30.1.53.
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Amoako, George Kofi, Peter Anabila, Ebenezer Asare Effah, and Desmond Kwadjo Kumi. "Mediation role of brand preference on bank advertising and customer loyalty." International Journal of Bank Marketing 35, no. 6 (September 4, 2017): 983–96. http://dx.doi.org/10.1108/ijbm-07-2016-0092.
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Purpose The purpose of this paper is to investigate the mediating role of brand preference on the relationship between bank advertising and customer loyalty in Ghana’s banking industry. Design/methodology/approach A total number of 600 respondents participated in the study. Convenient sampling technique was employed to select a cross-section of customers from the universal banks currently operating in Ghana. Structural equation modeling technique of PLS was used to test the nature of relationships in the research hypotheses. Findings The study found a significant positive relationship between advertising effectiveness and brand preference. Also, there is a significant positive relationship between advertising and customer loyalty. Again, there is a significant positive relationship between brand preference and customer loyalty. Finally, brand preference positive mediates the relationships between advertising and customer loyalty. Practical implications The study provides a useful guide to strategy and policy formulation in marketing communication by establishing the potential viability of advertising strategy in bank marketing and its potential to generate brand preference and customer loyalty. Originality/value The study has practical implication for, and relevance not only to the banking industry communication strategy but also the entire financial services industry.
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Amin, Muslim. "Internet banking service quality and its implication on e-customer satisfaction and e-customer loyalty." International Journal of Bank Marketing 34, no. 3 (May 16, 2016): 280–306. http://dx.doi.org/10.1108/ijbm-10-2014-0139.
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Purpose – The purpose of this paper is to examine the internet banking service quality and its implication on e-customer satisfaction and e-customer loyalty. Design/methodology/approach – A total of 1,000 questionnaires were distributed for internet banking customers and 520 were returned (resulting 52 percentage of response rate). Findings – The results confirmed that the all four dimensions (personal need, site organization, user friendliness, and efficiency of website) are distinct constructs. The results also indicated that internet banking service quality consisting of four dimensions has appropriate reliability and each dimensions has a positive significant relationship with internet banking service quality. The efficiency of banking website is the important aspect of internet banking service quality. The finding found that the relationship between internet banking service quality, e-customer satisfaction and e-customer loyalty are significant. Practical implications – The results show that the higher level of internet banking service quality significantly impacts to e-customer satisfaction and consequently leads to e-customer loyalty and a lower intention to leave the relationship with bank. Originality/value – This study proposes a model to understand the effect of internet banking service quality on e-customer satisfaction and e-customer loyalty in developing country. The constructs truly reflect the dynamism of customers’ banking relationship and a better understanding the attitude on internet banking will help the bankers in implementing more effective marketing strategies.
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Singh, Kamaldeep. "Importance of Customer Loyalty in Telecommunication Sector." International Journal of Applied Research in Management and Economics 3, no. 4 (December 30, 2020): 27–36. http://dx.doi.org/10.33422/ijarme.v3i4.508.
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Customer loyalty is a serious matter of concern for every business where it measures the customer’s likeliness to give repeat business with a brand or organization. In other words, it is the outcome of a positive experience for customers as well as customer satisfaction. In this paper, the role of the relational dimension will be studied in the context of customer loyalty. The aim of this paper is to analyze the concept of relationship marketing and the key variables of the dimension relationship and their role in customer loyalty. South Asian telecommunication industry is selected to analyze the role of relational dimension in the context of customer loyalty. Previous studies will be reviewed to analyze the concept of relationship besides demonstrating the role of relationship marketing in the telecommunication industry. Additionally, the concept of customer loyalty and multiple theoretical approaches to customer loyalty is appropriately discussed here. Another important part of this study is that this paper will discuss the different phases of loyalty. The primary research will be accomplished through a questionnaire survey method and the collected data will be analyzed with statistical analysis. A positive relationship between the elements of relationship marketing and customer loyalty is analyzed through multiple correlations and regression tables. It shows that all the components of relationship marketing have a good impact on customer loyalty and will prove that more customers will confident more they will be loyal to the brand.
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Zaid, Sudirman, Juharsah Juharsah, Hayat Yusuf, and Nursaban Rommy Suleman. "The Customer relationship marketing as the antecedents to increasing customer loyalty." International Journal of Research in Business and Social Science (2147- 4478) 9, no. 5 (September 18, 2020): 245–54. http://dx.doi.org/10.20525/ijrbs.v9i5.865.
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This study aims to determine the implementation of the Customer Relationship Marketing (CRM) strategy in increasing Bank Bahteramas Customer Loyalty (CL) in Southeast Sulawesi. This research was conducted at 10 Bahteramas Bank Branch Offices in Southeast Sulawesi, namely; Kendari, Unaaha, Kolaka, Lasusua, Baubau, Raha, Wanci, Kasipute, Andoolo, Wanggudu. The sample in this study was 200 respondents who were distributed in all existing branch offices, where each branch office was taken, 20 respondents. The technique of determining the sample refers to the technique of accident sampling. This study uses multivariate regression. The results found that simultaneously CRM variables consisting of Bonding, Empathy, Reciprocity, Trust, and Commitment simultaneously had a significant effect on CL at Bahteramas Bank in Southeast Sulawesi. Then the partial test results (t-test) showed that: (1) Bonding as CRM strategy significantly influences on CL; (2) Empathy as CRM strategy has an insignificant effect on CL; (3) Reciprocal as CRM strategy has no significant effect on CL; (4) Trust as CRM strategy has a significant effect on CL; (5) Commitment as CRM strategy has a significant effect on CL.
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Levy, Shalom. "Does usage level of online services matter to customers’ bank loyalty?" Journal of Services Marketing 28, no. 4 (July 8, 2014): 292–99. http://dx.doi.org/10.1108/jsm-09-2012-0162.
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Purpose – This paper aims to evaluate the relationship between the customer’s relative usage levels of online banking services and bank loyalty, and to examine the effect of customer satisfaction with the quality of online banking services and services’ convenience in this relationship. This study proposes a conceptual framework, integrating these factors. Design/methodology/approach – Data were collected from among traditional banks’ customers. The study uses a factor analysis method following path analysis, using AMOS 19 and structural equation modeling. Findings – The findings show a significant, direct and negative relationship between the relative usage level of online banking services and bank loyalty. However, a positive relationship was found to exist between bank loyalty and customer satisfaction with online service quality. An indirect positive relationship was also found to exist between services’ convenience through satisfaction with online banking service quality. Practical implications – The findings advance the idea that computer technology mediation reduces human interaction, and so may detract from customer loyalty. Service policy makers should invest in relation-based attachments with their online customers, enhance satisfaction with online quality service and sustain customer loyalty. Originality/value – Examination of the effect of variables related to online bank services usage and bank loyalty. This study contributes more value by understanding the effect of customers’ usage level of online services.
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Wardani, Sri, Zulkarnain Zulkarnain, and Samsir Samsir. "Analisis Customer Relationship Marketing Terhadap Kepuasan Dalam Meningkatkan Loyalitas Nasabah PT. BNI (Persero)." Jurnal Akuntansi dan Ekonomika 11, no. 1 (June 20, 2021): 53–62. http://dx.doi.org/10.37859/jae.v11i1.2497.
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The study was conducted at Bank BNI (Persero) Tbk Regional Area Pekanbaru. The aim is to find out the direct effect of the CRM Dimension, namely Trust, Communication, Commitment, Conflict handling, Emphaty on customer satisfaction and loyalty. This study took a sample of 100 consumers. The variables used are Trust, Communication, Commitment, Conflict handling, Emphaty on customer satisfaction and loyalty. Data were analyzed using SEM (Structural Equation Modeling) analysis which is operated through the Smart PLS 3.2.8 program. The results showed that there is an influence of Trust, Communication, Commitment, Conflict handling, Emphaty on customer satisfaction and loyalty. And there is an influence between customer satisfaction variables on customer loyalty, the better the customer satisfaction, the better customer loyalty will be.
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Neupane, Rajeswor. "Relationship Marketing and Customer Loyalty of Nepali Commercial Banks." International Journal of Management Studies VI, no. 2 (February 28, 2019): 104. http://dx.doi.org/10.18843/ijms/v6si2/15.
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Ramaseshan, B., and Robyn Ouschan. "Investigating status demotion in hierarchical loyalty programs." Journal of Services Marketing 31, no. 6 (September 11, 2017): 650–61. http://dx.doi.org/10.1108/jsm-11-2016-0377.
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Purpose The purpose of this paper is to extend research on customer loyalty status and customer demotion by investigating if the effect of demotion on customer attitudinal and behavioral responses is the same for top-tier and low-tier customers in the context of airlines. Design/methodology/approach A survey was conducted with travelers intercepted at large airport terminals in Australia. Multivariate analyses examined group differences across status change (no change vs demoted) and status level (high status vs low status). Multi-group moderation structural equation modeling (SEM) analysis tested the moderating role of status (high status vs low status) on the effects of demotion on the relationship between customers’ attitudes and loyalty intention, and between loyalty intention and share of wallet. Findings This study shows that the detrimental effects of demotion on the relationship between customer satisfaction/commitment/perceived betrayal on loyalty intentions, and on the relationship between loyalty intentions and share of wallet are stronger for “high status” than “low status” customers. Research limitations/implications A cross-sectional design was employed to investigate customer demotion in the airline industry. Future studies could investigate different types of demotions in other industries by employing a longitudinal design. Practical implications The study provides new insight about the effects of status demotion and highlights that service firms could be jeopardizing the loyalty of numerous valuable customers, especially among the “high status” customer group. Originality/value This study reveals loyalty status moderates the effect of demotion on customer attitudinal responses and loyalty behaviors. It draws on social identity, social comparison, emotion and equity theories to explain the different effects of demotion on customers from different status level groups.
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Nyadzayo, Munyaradzi W., Civilai Leckie, and Heath McDonald. "CSR, relationship quality, loyalty and psychological connection in sports." Marketing Intelligence & Planning 34, no. 6 (September 5, 2016): 883–98. http://dx.doi.org/10.1108/mip-08-2015-0148.
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Purpose The purpose of this paper is to investigate the role played by corporate social responsibility (CSR) in building relationship quality (RQ) in the context of sports organisations. In turn, the link between RQ and customer loyalty is examined. Acknowledging that customers develop a psychological connection with the sports organisation over time, the study also examines whether the link between CSR and RQ is moderated by the psychological continuum model (PCM) stages (awareness, attraction, attachment and allegiance). Design/methodology/approach The survey data were drawn from almost 6,000 season ticket holders of a professional sports club. Structural equation modelling and the non-parametric bootstrapping regression technique were used to test the hypotheses. Findings The results support the direct impact of CSR activities on RQ. RQ, in turn, drives customer loyalty. Importantly, RQ is found to fully mediate the relationship between CSR and customer loyalty. However, as customers move through the psychological connection stages, the effect of CSR on customer loyalty via RQ tends to diminish. Practical implications This study provides evidence of a direct impact of CSR activities on RQ, and also attests the role of psychological connection in sports organisations. Originality/value The incorporation of a multidimensional RQ construct and the PCM stages allows a deeper understanding of how CSR might be employed to achieve organisational goals.
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Teichmann, Karin. "Loyal customers’ tipping points of spending for services: a reciprocity perspective." European Journal of Marketing 55, no. 13 (August 3, 2021): 202–29. http://dx.doi.org/10.1108/ejm-10-2019-0781.
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Purpose Controversy exists about the shape of the relationship between loyalty and profitability. This paper aims to address the possibly nonlinear effects of behavioral loyalty (BLOY) on customer spending (as a proxy for profitability). Building on social exchange theory and the norm of reciprocity, it examines the asymmetries between BLOY and customer spending and the moderating influence of personal communication (PCOMM) as a social reward and dispositional positive reciprocity as process evidence. Design/methodology/approach Study 1a (n = 309) gathered customer data from four restaurants and Study 1b (n = 252) data from hotel guests after they checked out. Study 2 is an experimental study with two manipulated factors BLOY and PCOMM). In total, 295 participants from a large German online panel completed the study. Findings The results indicate an inverted-U shaped relationship between BLOY and customer spending: after reaching a turning point, customers gradually curb spending as their BLOY further increases. High PCOMM acts as a reciprocal response while triggering additional customer spending particularly at higher levels of behavioral loyalty; positive reciprocity adjusts the differences in customer spending when social rewards such as PCOMM are present. Research limitations/implications The asymmetric relationship between BLOY and customer spending is tested only for hedonic service settings. Practical implications Not all loyal customers spend more – companies need to meet their reciprocal obligations before they can benefit from increased customer spending. Originality/value The present research re-considers the nature of the relationship between BLOY and customer spending and reveals an inverted-U shaped relationship, with a turning point beyond which greater customer loyalty decreases customer spending. It finds converging process evidence for the mechanism of reciprocity underlying this relationship. This study also details the financial impact of BLOY on the firm by investigating actual customer spending.
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Marcus Wallenburg, Carl, and Peter Lukassen. "Proactive improvement of logistics service providers as driver of customer loyalty." European Journal of Marketing 45, no. 3 (April 5, 2011): 438–54. http://dx.doi.org/10.1108/03090561111107267.
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PurposeThe purpose of this paper is to provide a differentiated view of relationship‐specific proactive improvement of logistics service providers (LSPs) that distinguishes between the cost and performance and the effect that these two dimensions of innovation have on three distinct customer loyalty dimensions (retention, extension, and referrals).Design/methodology/approachA confirmatory empirical study was conducted based on social exchange theory and customer value theory. The survey responses from 298 firms were analysed using structural equation modelling and multi‐group analysis to test for direct effects and moderation.FindingsBoth dimensions of relationship‐specific proactive improvement by LSPs (cost and performance) are strong drivers of all three customer loyalty dimensions and, thus, are important to customer relationship management and relevant areas to be considered within innovation management. The effect on customer loyalty is moderated by the dynamism of the customer's market. Proactive cost improvements are more important under high dynamism, while proactive performance improvements, contrary to initial assumptions, are more important when dynamism is low.Research limitations/implicationsFuture studies should analyse other cultural settings, differentiate between functional and relationship value provided, consider other services, investigate how LSPs can facilitate proactive improvement and improve innovation management, and explore how customers can foster proactive improvement.Practical implicationsThe currently low level of proactive improvement should be increased if LSPs want to enhance customer loyalty. In doing so, LSPs ought to consider the dynamism of their customers' markets.Originality/valueThe paper is the first to provide a differentiated view on the role of relationship‐specific proactive innovation that distinguishes between cost and performance improvements and illustrates their effects on three distinct customer loyalty dimensions.