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The impact of relationship marketing tactics on customer loyalty in Malaysian telecommunication industry / Afif Haikal Hanifa

The purpose of this study is to identify on the impact of relationship marketing tactics on customer loyalty within Malaysian telecommunication industry where its competitive environment is very crucial. Companies in Malaysian telecommunication industry were executing variety of relationship marketi...

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Main Author: Hanifa, Afif Haikal
Format: Student Project
Language:English
Published: Faculty of Business Management 2017
Online Access:http://ir.uitm.edu.my/id/eprint/18351/1/PPb_AFIF%20HAIKAL%20HANIFA%20BM%2017_5.pdf
http://ir.uitm.edu.my/id/eprint/18351/
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id my.uitm.ir.18351
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spelling my.uitm.ir.183512019-04-19T02:17:30Z http://ir.uitm.edu.my/id/eprint/18351/ The impact of relationship marketing tactics on customer loyalty in Malaysian telecommunication industry / Afif Haikal Hanifa Hanifa, Afif Haikal The purpose of this study is to identify on the impact of relationship marketing tactics on customer loyalty within Malaysian telecommunication industry where its competitive environment is very crucial. Companies in Malaysian telecommunication industry were executing variety of relationship marketing tactics in order to achieve high level of customer loyalty. Four relationship marketing tactics were adopted for this study which is service quality, price perception, brand image and value offers to be examined their impact on customer loyalty. The population for this study is customers of telecommunication service providers in Bandaraya Melaka. A total of 150 sets of questionnaires were distributed and only 120 were returned. Results from data analysis are based on SPSS version 20. Quantitative type of data was used for the purpose of the study. The finding from this research shows that there are significant and positive relationship between relationship marketing tactics and customer loyalty. The result shows that value offered has the strongest impact on customer loyalty. Faculty of Business Management 2017 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/18351/1/PPb_AFIF%20HAIKAL%20HANIFA%20BM%2017_5.pdf Hanifa, Afif Haikal (2017) The impact of relationship marketing tactics on customer loyalty in Malaysian telecommunication industry / Afif Haikal Hanifa. [Student Project] (Unpublished)
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
description The purpose of this study is to identify on the impact of relationship marketing tactics on customer loyalty within Malaysian telecommunication industry where its competitive environment is very crucial. Companies in Malaysian telecommunication industry were executing variety of relationship marketing tactics in order to achieve high level of customer loyalty. Four relationship marketing tactics were adopted for this study which is service quality, price perception, brand image and value offers to be examined their impact on customer loyalty. The population for this study is customers of telecommunication service providers in Bandaraya Melaka. A total of 150 sets of questionnaires were distributed and only 120 were returned. Results from data analysis are based on SPSS version 20. Quantitative type of data was used for the purpose of the study. The finding from this research shows that there are significant and positive relationship between relationship marketing tactics and customer loyalty. The result shows that value offered has the strongest impact on customer loyalty.
format Student Project
author Hanifa, Afif Haikal
spellingShingle Hanifa, Afif Haikal
The impact of relationship marketing tactics on customer loyalty in Malaysian telecommunication industry / Afif Haikal Hanifa
author_facet Hanifa, Afif Haikal
author_sort Hanifa, Afif Haikal
title The impact of relationship marketing tactics on customer loyalty in Malaysian telecommunication industry / Afif Haikal Hanifa
title_short The impact of relationship marketing tactics on customer loyalty in Malaysian telecommunication industry / Afif Haikal Hanifa
title_full The impact of relationship marketing tactics on customer loyalty in Malaysian telecommunication industry / Afif Haikal Hanifa
title_fullStr The impact of relationship marketing tactics on customer loyalty in Malaysian telecommunication industry / Afif Haikal Hanifa
title_full_unstemmed The impact of relationship marketing tactics on customer loyalty in Malaysian telecommunication industry / Afif Haikal Hanifa
title_sort impact of relationship marketing tactics on customer loyalty in malaysian telecommunication industry / afif haikal hanifa
publisher Faculty of Business Management
publishDate 2017
url http://ir.uitm.edu.my/id/eprint/18351/1/PPb_AFIF%20HAIKAL%20HANIFA%20BM%2017_5.pdf
http://ir.uitm.edu.my/id/eprint/18351/
_version_ 1685649070913224704
score 13.211869

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