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Influence of relationship marketing on cross buying in Malaysian mobile service sector

Relationship marketing has been widely considered as a company’s activity that not merely helps in acquiring new customers, but also to retain them in the company. It is well-known fact that the cost to entice a new customer is much higher than to maintain the current one. Additionally, it is said...

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Main Author: Abu, Mimi Liana
Format: Thesis
Language:English
Published: 2012
Online Access:http://psasir.upm.edu.my/id/eprint/31653/1/GSM%202012%203R.pdf
http://psasir.upm.edu.my/id/eprint/31653/
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spelling my.upm.eprints.316532015-02-04T08:16:46Z http://psasir.upm.edu.my/id/eprint/31653/ Influence of relationship marketing on cross buying in Malaysian mobile service sector Abu, Mimi Liana Relationship marketing has been widely considered as a company’s activity that not merely helps in acquiring new customers, but also to retain them in the company. It is well-known fact that the cost to entice a new customer is much higher than to maintain the current one. Additionally, it is said that high quality of relationship marketing is potentially able to increase relationship extension such as cross buying. While relationship marketing may influence customer to make additional purchases, however there is little agreement on which mediators could be used to achieve this aim. This study develops a model of relationship marketing based on existing literature to empirically investigate: (i) the influence of relationship marketing on customer satisfaction and loyalty; (ii) the influence of customer satisfaction on loyalty; and (iii) the ultimate influences of customer satisfaction and loyalty on cross buying. Specifically,this study aims to examine the direct and indirect influences of relationship marketing on cross buying, while taking into account the mediation effects of customer satisfaction and loyalty. Six underlying dimensions are employed in measuring relationship marketing, which are trust, commitment, communication, conflict handling, bonding and empathy. A sample of 300 customers was drawn using Mall Intercept Scientific Procedures in Klang Valley. Confirmatory Factor Analysis (CFA) is used to assess the unidimensionality of each dimension before the Structural Equation Model (SEM) is utilized to test five proposed hypotheses. The results show that all the hypotheses are supported thus providing evidence of significant direct and indirect influences of relationship marketing on cross buying. That means, cross buying can happen without the existence of customer satisfaction and loyalty, but the total influence (direct and indirect) of relationship marketing is more powerful. Based on the findings, this study gives an idea of synergistic of relationship marketing, customer satisfaction and customer loyalty in influencing cross buying. Therefore, it is imperative for practitioners and theorists to understand that relationship marketing is not merely important in satisfying and maintaining customers, but it helps in relationship enhancement as well. 2012-05 Thesis NonPeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/31653/1/GSM%202012%203R.pdf Abu, Mimi Liana (2012) Influence of relationship marketing on cross buying in Malaysian mobile service sector. Masters thesis, Universiti Putra Malaysia.
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description Relationship marketing has been widely considered as a company’s activity that not merely helps in acquiring new customers, but also to retain them in the company. It is well-known fact that the cost to entice a new customer is much higher than to maintain the current one. Additionally, it is said that high quality of relationship marketing is potentially able to increase relationship extension such as cross buying. While relationship marketing may influence customer to make additional purchases, however there is little agreement on which mediators could be used to achieve this aim. This study develops a model of relationship marketing based on existing literature to empirically investigate: (i) the influence of relationship marketing on customer satisfaction and loyalty; (ii) the influence of customer satisfaction on loyalty; and (iii) the ultimate influences of customer satisfaction and loyalty on cross buying. Specifically,this study aims to examine the direct and indirect influences of relationship marketing on cross buying, while taking into account the mediation effects of customer satisfaction and loyalty. Six underlying dimensions are employed in measuring relationship marketing, which are trust, commitment, communication, conflict handling, bonding and empathy. A sample of 300 customers was drawn using Mall Intercept Scientific Procedures in Klang Valley. Confirmatory Factor Analysis (CFA) is used to assess the unidimensionality of each dimension before the Structural Equation Model (SEM) is utilized to test five proposed hypotheses. The results show that all the hypotheses are supported thus providing evidence of significant direct and indirect influences of relationship marketing on cross buying. That means, cross buying can happen without the existence of customer satisfaction and loyalty, but the total influence (direct and indirect) of relationship marketing is more powerful. Based on the findings, this study gives an idea of synergistic of relationship marketing, customer satisfaction and customer loyalty in influencing cross buying. Therefore, it is imperative for practitioners and theorists to understand that relationship marketing is not merely important in satisfying and maintaining customers, but it helps in relationship enhancement as well.
format Thesis
author Abu, Mimi Liana
spellingShingle Abu, Mimi Liana
Influence of relationship marketing on cross buying in Malaysian mobile service sector
author_facet Abu, Mimi Liana
author_sort Abu, Mimi Liana
title Influence of relationship marketing on cross buying in Malaysian mobile service sector
title_short Influence of relationship marketing on cross buying in Malaysian mobile service sector
title_full Influence of relationship marketing on cross buying in Malaysian mobile service sector
title_fullStr Influence of relationship marketing on cross buying in Malaysian mobile service sector
title_full_unstemmed Influence of relationship marketing on cross buying in Malaysian mobile service sector
title_sort influence of relationship marketing on cross buying in malaysian mobile service sector
publishDate 2012
url http://psasir.upm.edu.my/id/eprint/31653/1/GSM%202012%203R.pdf
http://psasir.upm.edu.my/id/eprint/31653/
_version_ 1643830384745512960
score 13.211869

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