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The Impact of Relationship Marketing On Customer Loyalty in Malaysian Banks

With a high competition in service market, firms seek to find the best way to create their loyalty customers. Then many service providers, especially banks, use relationship marketing as a strategic approach to maintain long-term relationship with customers. By conducting long-term relationship with...

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Main Author: Zhou, Ruijie
Format: Thesis
Language:English
Published: 2012
Subjects:
HD28 Management. Industrial Management
Online Access:http://eprints.intimal.edu.my/771/1/101.pdf
http://eprints.intimal.edu.my/771/
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id my-inti-eprints.771
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spelling my-inti-eprints.7712017-05-09T07:01:55Z http://eprints.intimal.edu.my/771/ The Impact of Relationship Marketing On Customer Loyalty in Malaysian Banks Zhou, Ruijie HD28 Management. Industrial Management With a high competition in service market, firms seek to find the best way to create their loyalty customers. Then many service providers, especially banks, use relationship marketing as a strategic approach to maintain long-term relationship with customers. By conducting long-term relationship with customers, banks can identify and improve important and valuable activities, thus attracting more customers. By conducting customer loyalty with banks, banks can subsequently improve their position in current competitive market. In Malaysia, banks can compete against one another as it practices open enterprise policy, thus relationship marketing is critical important for Malaysian banks to gain competitive advantages. Therefore, this research aims to examine the impact of relationship marketing on customer loyalty in Malaysian banks. There are six dimensions (Trust, Competence, Commitment, Conflict Handling, Communication and Empathy) of relationship marketing which examine the relationship with customer loyalty. Reliability Analysis, Correlation Analysis and Multiple Analysis were used to examine the relationship between dimensions of relationship marketing and customer loyalty. Moreover, the self-administration questionnaires were distributed to 250 Malaysian bank customers who were above 18 years old and had bank experience at least 1-3 times per month in Negeri Sembilan using convenience sampling method. In addition, the findings show that Trust, Competence, Commitment, Conflict Handling and Empathy have significant positive relationship with customer loyalty. Finally, recommendations are given to the people who are interested in this topic and for future researchers. 2012 Thesis NonPeerReviewed text en http://eprints.intimal.edu.my/771/1/101.pdf Zhou, Ruijie (2012) The Impact of Relationship Marketing On Customer Loyalty in Malaysian Banks. Masters thesis, INTI International University.
institution INTI International University
building INTI Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider INTI International University
content_source INTI Institutional Repository
url_provider http://eprints.intimal.edu.my
language English
topic HD28 Management. Industrial Management
spellingShingle HD28 Management. Industrial Management
Zhou, Ruijie
The Impact of Relationship Marketing On Customer Loyalty in Malaysian Banks
description With a high competition in service market, firms seek to find the best way to create their loyalty customers. Then many service providers, especially banks, use relationship marketing as a strategic approach to maintain long-term relationship with customers. By conducting long-term relationship with customers, banks can identify and improve important and valuable activities, thus attracting more customers. By conducting customer loyalty with banks, banks can subsequently improve their position in current competitive market. In Malaysia, banks can compete against one another as it practices open enterprise policy, thus relationship marketing is critical important for Malaysian banks to gain competitive advantages. Therefore, this research aims to examine the impact of relationship marketing on customer loyalty in Malaysian banks. There are six dimensions (Trust, Competence, Commitment, Conflict Handling, Communication and Empathy) of relationship marketing which examine the relationship with customer loyalty. Reliability Analysis, Correlation Analysis and Multiple Analysis were used to examine the relationship between dimensions of relationship marketing and customer loyalty. Moreover, the self-administration questionnaires were distributed to 250 Malaysian bank customers who were above 18 years old and had bank experience at least 1-3 times per month in Negeri Sembilan using convenience sampling method. In addition, the findings show that Trust, Competence, Commitment, Conflict Handling and Empathy have significant positive relationship with customer loyalty. Finally, recommendations are given to the people who are interested in this topic and for future researchers.
format Thesis
author Zhou, Ruijie
author_facet Zhou, Ruijie
author_sort Zhou, Ruijie
title The Impact of Relationship Marketing On Customer Loyalty in Malaysian Banks
title_short The Impact of Relationship Marketing On Customer Loyalty in Malaysian Banks
title_full The Impact of Relationship Marketing On Customer Loyalty in Malaysian Banks
title_fullStr The Impact of Relationship Marketing On Customer Loyalty in Malaysian Banks
title_full_unstemmed The Impact of Relationship Marketing On Customer Loyalty in Malaysian Banks
title_sort impact of relationship marketing on customer loyalty in malaysian banks
publishDate 2012
url http://eprints.intimal.edu.my/771/1/101.pdf
http://eprints.intimal.edu.my/771/
_version_ 1644541299184893952
score 13.211869

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