scholarly journals The Effectiveness of Strategic Relationship Marketing: Exploring Relationship Quality towards Customer Loyalty

2017 ◽  
Vol 10 (12) ◽  
pp. 159 ◽  
Author(s):  
Song Bee Lian ◽  
Liew Chee Yoong
Keyword(s):  
Relationship Quality ◽  
Relationship Marketing ◽  
Social Exchange ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Service Providers ◽  
Theoretical Perspective ◽  
Telecommunication Service ◽  
Conceptual Foundation ◽  
Control Mutuality

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.

scholarly journals Relationship Value and Relationship Quality: An Exploration of Its Antecedents on Customer Loyalty

2017 ◽  
Vol 13 (12) ◽  
pp. 51
Author(s):  
Liew Chee Yoong ◽  
Song Bee Lian ◽  
Muthaloo Subramaniam
Keyword(s):  
Relationship Quality ◽  
Relationship Marketing ◽  
Customer Loyalty ◽  
Service Providers ◽  
Economic Value ◽  
Social Value ◽  
Conceptual Foundation ◽  
Service Value ◽  
Relational Value ◽  
Relationship Value

The aim of this study is to examine relationship value and relationship quality, and its effect on customer loyalty in the context of relationship marketing. Four key relationship value variables of economic value, service value, relational value and social value are examined in this study. The study focuses on the Malaysian telecommunication industry and based on the business-to-customer environment. The structural equation modelling technique is used to empirically test the proposed hypotheses using a sample of 350 customers collected by a questionnaire survey. The results showed that three relationship value variables of economic value, service value, and social value have significantly influenced relationship quality. Customer loyalty is significantly affected by relationship quality. There is no significant effect of relational value and relationship quality. The contribution of this paper is twofold. From a theoretical perspective, the social exchange theory is used to explain and conceptualize relationship marketing paradigms. It offers both a conceptual foundation and empirical-based evaluation of customer loyalty through the context of relationship value and relationship quality. The relationship value dimensions of economic value, service value, and social value is the antecedent to relationship quality, which lead to customer loyalty. In the practical perspective, the findings proposed that the telecommunication service providers should focus on relationship value through providing better value for money packages, innovation of services and improve social interaction with customers to build stronger relationship quality and achieve customer loyalty.

scholarly journals PENGARUH RELATIONSHIP MARKETING DAN RELATIONSHIP QUALITY TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA PRODUK PARFUM MULEGH DI PURWOKERTO

2018 ◽  
Vol 1 (1) ◽  
Author(s):  
Ilham Akbar
Keyword(s):  
Customer Satisfaction ◽  
Relationship Quality ◽  
Relationship Marketing ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Marketing Relationship ◽  
Negative Effect ◽  
The Impact ◽  
The Relationship ◽  
Positive Effect

The research entitled �The Influence of Relationship Marketing and Relationship Quality Towards Customer Loyalty with Customer Satisfaction as The Intervening Variable on Mulleg Perfume Product in Purwokerto� aims to determine the impact of relationship marketing and relationship quality towards customer satisfaction and customer loyalty and to determine whether customer satisfaction could become the intervening variable. The hypothesis of this research is the relationship marketing has negative effect towards customer satisfaction, the relationship marketing has positive effect towards customer loyalty, the relationship quality has positively effect towards customer satisfaction, the relationship quality has positively effect towards the customer loyalty, and the customer loyalty could be able to mediate the influence of relationship marketing and relationship quality toward customer loyalty.� The analysis method that used on this research is the structural equation modeling.The results show that the relationship marketing has positive and significant effect towards customer satisfaction. It will increase the customer satisfaction of Mulleg Aromatic perfume product in Purwokerto. The relationship quality has positive and significant effect towards customer satisfaction, so it will increase the customer satisfaction of Mulleg Aromatic perfume product in Purwokerto. The relationship marketing has positive and significant effect towards customer loyalt. It will increase the customer loyalty of Mulleg Aromatic perfume product in Purwokerto. The relationship quality has positive and significant effect towards the customer loyalty. The Customer Satisfaction has positive and significant effect towards customer loyalty. The customer satisfaction could mediate the influence of relationship marketing towards the customer loyalty on Mulleg Aromatic perfume product in Purwokerto. The customer satisfaction could mediate the influence of relationship quality towards the customer loyalty of Mulleg Aromatic perfume product in Purwokerto.�Keywords : Relationship Marketing , Relationship Quality , Customer Satisfaction and Customer Loyalty�

scholarly journals Determinants of customers’ loyalty for hospitality industry

2011 ◽  
Vol 2 (1) ◽  
pp. 19-25 ◽  
Author(s):  
Sher Akbar
Keyword(s):  
Relationship Marketing ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Hospitality Industry ◽  
Service Providers ◽  
Hotel Industry ◽  
Trust Value ◽  
Attitudinal Loyalty ◽  
Equation Analysis ◽  
Service Oriented

Customer loyalty is very necessary for the competitive market environment. The growing presence of relationship marketing efforts has led to increased competition among service providers. So hospitality industry is more service oriented, effecting by customers’ interest. To achieve the desirable customer to the business, for this purpose Relationship marketing efforts would have to be implemented in order to determine whether frequent guest is loyal to the particular company. Previous research has identified the determinants of customers’ loyalty for a hotel industry and has been adapted and used in this study. Structural equation analysis was applied to identify which factors (service quality, customer satisfaction, trust, value and hotel membership program, socio demography of the customer) have positively impact customer loyalty. According the result of this study all the determinants of loyalty have significance relationship with customer loyalty, and it was also indentified that customer loyalty as a function of both behavioral and attitudinal loyalty. The framework adopted and modified for this research demonstrated the formation of a solid structure that would allow for collecting valuable findings. This study has extended and adopts the previous loyalty model and has been applied in the hotel industry of Penang, Malaysia.

Relationship Marketing Model

2018 ◽  
Vol 9 (2) ◽  
pp. 16-32 ◽  
Author(s):  
Sara Sarwari
Keyword(s):  
Relationship Quality ◽  
Relationship Marketing ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Positive Emotions ◽  
Hospitality Industry ◽  
Equation Modeling ◽  
Marketing Model ◽  
The Relationship

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.

scholarly journals The Effect of Relationship Marketing towards Customers' Loyalty Mediated by Relationship Quality (Case Study in Priority Bank in Niaga)

2016 ◽  
Vol 11 (2) ◽  
pp. 191 ◽  
Author(s):  
Endang Ruswanti ◽  
Widiyanti Permata Lestari
Keyword(s):  
Relationship Quality ◽  
Relationship Marketing ◽  
Customer Loyalty ◽  
Significant Influence ◽  
Structural Equation ◽  
Sampling Technique ◽  
Equation Model ◽  
Conflict Handling

<p>A large number of banks let people be more free in choosing the best bank for their needs. People can freely switch from one bank to another which makes the loyalty level of bank customers decrease, even though the efforts and cost spent for maintaining the customers is cheaper than the efforts and cost spent on getting new customers. Relationship is one of the answers to the problem, relationship marketing is a marketing principle which emphasizes and takes effort in maintaining good long term relationship with customers. This research aims to, analyze the influence competence, communication, and conflict handling towards relationship quality, mediated by relationship quality, and towards customer loyalty. The research was conducted by collecting quantitative data through questionnaires distributed to 130 respondents. The objects of this research were the priority customers at Niaga Bank, and it used purposive sampling technique. This research conducted by using Structural Equation Model method. The result of this research showed that, (1) relationship marketing which consists of competence component, communication, and conflict handling have significant influence and positively towards relationship quality, partially and simultaneously, (2) relationship marketing have significant influence and positively towards customer loyalty which is mediated by relationship quality, and (3) relationship quality have significant influence and positively towards customer loyalty.</p>

Memperkuat Loyalitas Melalui Kepercayaan, Kepuasan Dan Komitmen Studi Pada Nasabah PT. Bank Cimb Niaga

Liquidity ◽  
2018 ◽  
Vol 4 (1) ◽  
pp. 43-52 ◽  
Author(s):  
Sri Widyastuti
Keyword(s):  
Customer Satisfaction ◽  
Relationship Quality ◽  
Structural Equation Model ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Positive Influence ◽  
Equation Model ◽  
Survey Method ◽  
Branch Office

Customer loyalty is ‘suspected’not been able to optimizationrepetition of transactions, customer recommendation and durability with the establishment relationship quality of the trust, customer satisfaction and commitment. Therefore, research conducted on Bank CIMB Niaga aims to determine the extent of the trust, and commitment to customer satisfaction can increase X-tra and TabunganKU savings customer loyalty. This research is verification and the method of research is explanatory survey method, the sample is 160 customer X-tra and tabunganKU savings in the branch office Bank CIMB Niaga Bintaro. The analytical method used is structural equation model. The results showed loyalty can be achieved with relationship quality for customers through the establishment of trust, and commitment to customer satisfaction, which all three have a positive influence. Therefore, the management of Bank CIMB Niaga need to improve their ability in trust, satisfactionand commitmentwith the bank's customers to become increasingly favored customers.

Electronic Customer Relationship Management (E-CRM) and Customer Loyalty

2022 ◽  
Vol 18 (1) ◽  
pp. 0-0
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Service Providers ◽  
Positive Impact ◽  
Equation Model ◽  
Mediating Effect ◽  
Customer Relationship ◽  
The Impact ◽  
The Relationship

This study examined the impact of E-CRM on customer loyalty with the mediating effect of customer satisfaction in the banking industry. Customer satisfaction is important for loyalty because when the customers are satisfied with the services offered by their service providers, the relationship gets stronger which further leads to positive word-of-mouth. The data was collected using purposive sampling from 836 banks’ customers who were using E-CRM services and the data was analyzed using structural equation model (SEM) through AMOS. The results revealed that E-CRM and customer satisfaction had a significant positive impact on customer loyalty and also customer satisfaction partially mediated the relationship between E-CRM and customer loyalty. This study would offer useful acumen to both academicians and marketers and would help the bank managers to improve the quality of the services provided to their customers.

To Be Or Not To Be Visible In Company-Managed Virtual Communities?

2014 ◽  
Vol 5 (4) ◽  
pp. 20-37
Author(s):  
Imene Ben Yahia
Keyword(s):  
Structural Equation Modeling ◽  
Relationship Quality ◽  
Relationship Marketing ◽  
Structural Equation ◽  
Virtual Communities ◽  
Group Analysis ◽  
Virtual Community ◽  
Equation Modeling ◽  
Modeling Techniques ◽  
The Relationship

This research investigates how the companies' efforts' visibility influence VCs members' loyalty. Based on the relationship marketing and the signaling theory, it posits that perceived benefits by members influence loyalty through the full mediation of the relationship investments and the relationship quality. However, this influence is moderated by the visibility of companies' efforts. Data from 342 members of company-managed virtual communities were collected. The sample was divided into two groups according to the visibility of the company's efforts. Data were analyzed using structural equation modeling techniques and multi-group analysis. Results show that this influence is significant when the efforts of the company are visible and not significant when they are not. Providing benefits to members is then not enough to foster loyalty. The company has to be a visible partner who contributes in the success of the virtual community.

Cyber incivility and knowledge hoarding: Does interactional justice matter?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nader Mohammad Aljawarneh ◽  
Khaled Abd kader Alomari ◽  
Ziyad Saleh Alomari ◽  
Omar Taha
Keyword(s):  
Structural Equation Modeling ◽  
Social Exchange ◽  
Structural Equation ◽  
Interactional Justice ◽  
Theory And Practice ◽  
Equation Modeling ◽  
Telecommunication Service ◽  
Strong Impact ◽  
Content Type ◽  
Knowledge Hoarding

Purpose The current explanations in the cyber incivility and knowledge hoarding literature suffer from two problems. The first is a lack of cogent explanation of cyber incivility and knowledge hoarding from social exchange theory (SET) perspective. The second is the unexplained attenuating propensity of justice on the connection between cyber incivility and knowledge hoarding, more specifically, interactional justice. Design/methodology/approach This paper uses a simple random sampling method to obtain cross-sectional data from 223 employees working in IT and telecommunication service companies in Jordan. The obtained data were analyzed using partial least squares structural equation modeling (PLS-SEM) technique also known as variance-based structural equation modeling. Findings By applying SET theoretical lens and PLS-SEM, the authors show that cyber incivility exerts strong impact on knowledge hoarding, and interactional justice may not always function as a buffer. That is, the association between cyber incivility and knowledge hoarding is not impacted by interactional justice levels. Originality/value The contribution of this paper builds on the lack of practical comprehension on the association between cyber incivility and knowledge hoarding and the role played by interactional justice. Implications for theory and practice are discussed.

The role of salespeople in developing life insurance customer loyalty

2016 ◽  
Vol 44 (1) ◽  
pp. 22-37 ◽  
Author(s):  
Tsu-Wei Yu ◽  
Lu-Ming Tseng
Keyword(s):  
Relationship Quality ◽  
Customer Loyalty ◽  
Life Insurance ◽  
Structural Equation ◽  
Insurance Industry ◽  
Customer Relationship ◽  
Content Type ◽  
Life Insurers ◽  
Life Insurance Industry ◽  
Antecedents And Consequences

Purpose – The purpose of this paper is to closely investigate the antecedents affecting relationship quality and its consequences between life insurers and their customers. Design/methodology/approach – Data were collected from the customers of life insurers’ customer relationship management centres and were analysed using in-depth interviews and questionnaires. A structural equation modelling approach is employed to test the hypotheses. Findings – The findings are generally consistent with the literature. This study supports all hypotheses. Finally, the findings of this study confirm that relationship quality mediates the effects of salesperson characteristics and relational selling behaviour on customer loyalty. Originality/value – To the authors knowledge, there is little published research that examines antecedents and consequences of relationship quality in life insurance industry in Taiwan. Therefore, in addition to developing high-quality services, life insurers need to establish and maintain long-term relationships with customers in order to create corporate innovation value.

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