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Managing the dimensions of relationship marketing in the food service industry

The present paper proposes a new instrument for measuring relationship marketing that is uniquely designed for the foodservice industry. In particular, the underlying dimensions of relationship marketing as perceived by customers are identified. The proposed 31-item instrument is empirically tested...

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Main Authors: Firdaus Abdullah,, Agnes Kanyan,
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2013
Online Access:http://journalarticle.ukm.my/6961/1/3630-8091-1-PB.pdf
http://journalarticle.ukm.my/6961/
http://ejournal.ukm.my/pengurusan/index
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spelling my-ukm.journal.69612016-12-14T06:42:42Z http://journalarticle.ukm.my/6961/ Managing the dimensions of relationship marketing in the food service industry Firdaus Abdullah, Agnes Kanyan, The present paper proposes a new instrument for measuring relationship marketing that is uniquely designed for the foodservice industry. In particular, the underlying dimensions of relationship marketing as perceived by customers are identified. The proposed 31-item instrument is empirically tested for unidimensionality, reliability and validity using both exploratory and confirmatory factor analyses. A factorial analysis suggests that relationship marketing is a multidimensional construct consisting of four key dimensions: trust, communication, empathy and commitment. A subsequent multiple regression analysis reveals that all of the dimensions are positively correlated with customer loyalty and trust is the most important dimension. Penerbit Universiti Kebangsaan Malaysia 2013 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/6961/1/3630-8091-1-PB.pdf Firdaus Abdullah, and Agnes Kanyan, (2013) Managing the dimensions of relationship marketing in the food service industry. Jurnal Pengurusan, 37 . pp. 91-103. ISSN 0127-2713 http://ejournal.ukm.my/pengurusan/index
institution Universiti Kebangsaan Malaysia
building Perpustakaan Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description The present paper proposes a new instrument for measuring relationship marketing that is uniquely designed for the foodservice industry. In particular, the underlying dimensions of relationship marketing as perceived by customers are identified. The proposed 31-item instrument is empirically tested for unidimensionality, reliability and validity using both exploratory and confirmatory factor analyses. A factorial analysis suggests that relationship marketing is a multidimensional construct consisting of four key dimensions: trust, communication, empathy and commitment. A subsequent multiple regression analysis reveals that all of the dimensions are positively correlated with customer loyalty and trust is the most important dimension.
format Article
author Firdaus Abdullah,
Agnes Kanyan,
spellingShingle Firdaus Abdullah,
Agnes Kanyan,
Managing the dimensions of relationship marketing in the food service industry
author_facet Firdaus Abdullah,
Agnes Kanyan,
author_sort Firdaus Abdullah,
title Managing the dimensions of relationship marketing in the food service industry
title_short Managing the dimensions of relationship marketing in the food service industry
title_full Managing the dimensions of relationship marketing in the food service industry
title_fullStr Managing the dimensions of relationship marketing in the food service industry
title_full_unstemmed Managing the dimensions of relationship marketing in the food service industry
title_sort managing the dimensions of relationship marketing in the food service industry
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2013
url http://journalarticle.ukm.my/6961/1/3630-8091-1-PB.pdf
http://journalarticle.ukm.my/6961/
http://ejournal.ukm.my/pengurusan/index
_version_ 1643736958516592640
score 13.211869

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