How relationship marketing contribution effect the customer loyalty in banking sector of Sri Lanka?

2020 ◽  
Vol 10 (4) ◽  
pp. 602
Author(s):  
S. Sivesan ◽  
S. Achchuthan
Keyword(s):  
Sri Lanka ◽  
Relationship Marketing ◽  
Customer Loyalty ◽  
Banking Sector

Online Relationship Marketing and Customer Loyalty Based on Signalling Theory

2021 ◽  
Vol 6 (1) ◽  
pp. 86-93
Author(s):  
Wenny Pebrianti ◽  
Wenseslaus Tanwira ◽  
Ahmadi Ahmadi
Keyword(s):  
Relationship Marketing ◽  
Customer Loyalty ◽  
Quantitative Methods ◽  
Banking Sector ◽  
Jel Classification ◽  
Security And Privacy ◽  
Online Trust ◽  
Mediating Role ◽  
Signalling Theory ◽  
Marketing Activities

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)

scholarly journals Impact of Relationship Marketing on Customer Loyalty in Banking Sector of Pakistan

2021 ◽  
Vol 2 (2) ◽  
pp. 1-13
Author(s):  
NOUMAN SAEED ◽  
DR. NAIMAT ULLAH KHAN
Keyword(s):  
Relationship Marketing ◽  
Customer Loyalty ◽  
Banking Sector ◽  
Customer Base ◽  
Intense Competition ◽  
Long Run ◽  
Turn Over ◽  
Positive Word Of Mouth ◽  
The Impact

This study is a contribution towards marketing literature by analyzing the impact of Relationship Marketing (RM) on Customer Loyalty. Every business organization tries to attract and retain customers for a longer period of time. In recent years an intense competition in banking sector of Pakistan is witnessed as the industry has stretched and become very competitive, where retaining customers in long run become important for every bank. Relationship marketing emphasizes on the continuity of long term relationship with the patrons. Numerous marketing strategies have been employed by banking sector to increase customer base, reduce turn over and to spread positive word of mouth of product and services. The aim of this study is to investigate the impact of relationship marketing practices such as (Trust, Commitment, Communication, Competence and Customer Satisfaction) on customer loyalty in Banking Sector of Pakistan. For this purpose, data is collected with the help of 150questionnaires across Pakistan. Statistical analysis is performed on the data using multiple regression analysis and reliability test. The results of the study show that all the five constructs of relationship marketing (mentioned above) have significant and positive relationship with customer loyalty. The factors are proved to be significant drivers of customer loyalty in banking sector of Pakistan. The study recommends that for retaining long-run customer loyalty, banks should consider relationship marketing as a core strategy. Hence, relationship marketing is important for banks to survive and excel in current intense competition.

scholarly journals Relationship Marketing: Impact on Bank Customers' Satisfaction

2019 ◽  
Vol 8 (4) ◽  
pp. 8754-8758
Keyword(s):  
Marketing Strategy ◽  
Relationship Marketing ◽  
Customer Loyalty ◽  
Growth And Development ◽  
Banking Sector ◽  
Social Bonding ◽  
Target Market ◽  
Extensive Literature ◽  
Quality Service ◽  
Economic Growth And Development

In a country, banking sector servers as the foundation on which the pillars of economic growth and development can be constructed. With the major reforms in banking sector, the scenario of bank market has been changed. Target market of banking sector has become highly competitive, dynamic and fragmented. Hence, there is a need for a shift from the transactional marketing strategy to relationship-based marketing strategy in all the banks. This study reviewed the conceptand need of relationship marketingin banks andattempts to identify significant dimensions of relationship marketing and their impact on customer satisfaction. The paper concludes on the basis of extensive literature review thatrelationship marketing dimensions like quality service, tailored products, communication, trust, commitment, empathy, social bonding, financial bonding, cooperation, andtechnology should be taken into serious consideration by banks to enhance the level of customer satisfactionwhich in turn increases customer loyalty and retention rate.Consequently, both the parties get mutual benefits.

The Impact of corporate social responsibility (CSR) and relationship marketing on relationship maintainer and customer loyalty by mediating role of customer satisfaction

2018 ◽  
Vol 4 (4) ◽  
pp. 19-24
Author(s):  
Anam Bhatti ◽  
Sumbal Arif ◽  
Marium Marium ◽  
Sohail Younas
Keyword(s):  
Customer Satisfaction ◽  
Relationship Marketing ◽  
Customer Loyalty ◽  
Sampling Technique ◽  
Research Strategy ◽  
Equation Modeling ◽  
Survey Method ◽  
Research Approach ◽  
Questionnaire Method ◽  
The Impact

CSR has become one of the imperative implements in satisfying customers. The impartial of this research is to calculate CSR, relationship marketing, and customer satisfaction. There is no more study accompanied in Pakistan to quantify the effect of CSR and relationship marketing on the relationship maintainer and customer loyalty. To find out deductive approach and survey method is used as research approach and research strategy respectively. This research design is descriptive and quantitative study. For data, collection questionnaire method with semantic differential scale and seven point scales are adopted. Data has been collected by adopting the non-probability convenience technique as sampling technique and the sample size is 400. For factor confirmatory factor analysis, structure equation modeling and medication analysis, regression analysis Amos software were used. Strong empirical evidence supports that the customer’s perception of CSR performance is highly influenced by the values

Online Relationship Marketing to Customer Loyalty Based on Signaling Theory (Evidence of Bank Customers in Indonesia)

2020 ◽  
Vol 11 (1) ◽  
pp. 127-127
Author(s):  
Wenny Pebrianti ◽  
Wenseslaus Tanwira ◽  
Ahmadi
Keyword(s):  
Relationship Marketing ◽  
Customer Loyalty ◽  
Financial Services ◽  
Signaling Theory ◽  
Cellular Communication ◽  
Place And Space ◽  
New Era ◽  
Online Trust ◽  
Marketing Activities ◽  
Relationship Of

The internet has changed people's way of life, especially in dealing a transaction. Indonesian banking entered a new era since 2000 when banks in Indonesia began implementing electronic banking or e-banking systems. Integrating cellular communication technology and banking financial services is changing people's lifestyles to be more flexible in making it easier for users to access banking financial services without being hindered by time, place and space. The same integration also occurs in relationship marketing strategies and cellular communication technologies that make it easy for companies to be able to reach and provide the best service to their consumers. This study wants to reveal the relationship of interactivity and engagement which is an activity of Online Relationship Marketing at a bank to be able to understand consumers in order to create customer loyalty with online trust as mediation.Based on the above background, the problem in this study is "Does Online Relationship Marketing activities such as engagement and interactivity affect customer loyalty either through online trust as mediation or not?" Keywords: engagement, interactivity, online trust, customer loyalty, signaling theory

PENGARUH KARAKTERISTIK WIRAUSAHA TERHADAP KEBERHASILAN USAHA PERABOT RUMAH TANGGA DI KECAMATAN JAMBI TIMUR KOTA JAMBI

2017 ◽  
Vol 1 (1) ◽  
pp. 38-56
Author(s):  
Novita Ekasari ◽  
Nurhasanah Nurhasanah
Keyword(s):  
Relationship Marketing ◽  
Customer Loyalty ◽  
Customer Relationship ◽  
Customer Relationship Marketing

Dewasa ini perkembangan jasa dirasakan mengalami peningkatan, hal tersebut di iringi oleh berkembangnya berbagai sektor jasa seperti jasa pembiayaan kendaraan (finance) baik untuk kendaraan roda dua maupun roda empat.. Kebutuhan akan jasa pembiayaan ini semankin dibutuhkan masyarakat, pentingnya konsumsi akan jasa pembiayaan kendaraan tersebut makin dirasakan memiliki potensi yang besar dalam diri individu maupun dalam  kegiatan usaha, dikarenakan  jasa pembiayaan (finance)  saat ini merupakan  suatu  pilihan  yang baik dalam menghadapi berbagai resiko terutama dari sisi proses yang relatif lebih cepat dan mudah dibandingkan perbankan. Dalam penelitian ini perusahaan jasa pembiayaan yang akan diangkat untuk diteliti yaitu PT. BFI Finance Jambi. Penelitian ini bertujuan untuk mengetahui dampak dari Customer Relationship Marketing terhadap Loyalitas Nasabah Pada PT.BFI Finance Jambi. Sumber data dalam penelitian  ini adalah data primer dan data sekunder. Data primer diperoleh melalui observasi, wawancara dan kuisioner yang di susun penulis menegenai customer relationship marketing terhadap customer loyalty. Sedangkan Data sekunder adalah data yang di peroleh dari PT. BFI Finance dan diperoleh pula melalui literatur buku dan internet. Penelitian ini menganalisis pengaruh relationship marketing ((People  (X1), Knowledge and Insight (X2), Process (X3), Technology (X4)) terhadap Customer Loyalty. Penelitian ini dilakukan di PT. BFI Finance Jambi. Jumlah sampel yang diambil dalam penelitian ini berjumlah 100 orang.

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