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An Empirical Study on Relationship Marketing and its Effect on Customer Satisfaction

The intense competition among firms in the new global environment has made it inevitable for firms to seek ways to create and maintain quality relationship with customers, and Malaysia banks sector are no exception. However, little is understood from empirical viewpoint about the antecedents of rela...

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Main Author: Nur Haryani, Md Arshad
Format: Thesis
Language:English
English
Published: 2011
Subjects:
HF5001-6182 Business
Online Access:http://etd.uum.edu.my/2758/1/Nur_Haryani_Md_Arshad.pdf
http://etd.uum.edu.my/2758/2/1.Nur_Haryani_Md_Arshad.pdf
http://etd.uum.edu.my/2758/
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spelling my.uum.etd.27582016-04-19T04:21:31Z http://etd.uum.edu.my/2758/ An Empirical Study on Relationship Marketing and its Effect on Customer Satisfaction Nur Haryani, Md Arshad HF5001-6182 Business The intense competition among firms in the new global environment has made it inevitable for firms to seek ways to create and maintain quality relationship with customers, and Malaysia banks sector are no exception. However, little is understood from empirical viewpoint about the antecedents of relationship quality specifically. In fact, the actual influence of overall customer satisfaction will be assessed by its indicators (Trust, Communication, Competence, Commitment and Cooperation). In this study, we tend to examine the effects of relationship marketing on customer satisfactions. Based on data collected from 237 customers which consisted of university students of UUM, various data-analytic tools will be used in this study. These tools are used to analyze the data such as test of differences, reliability analysis, factor analysis, and multiple regression analysis. Findings of this study proved that customer can be satisfied by having a close attention to issues of trust, communication, competence, commitment and cooperation. 2011-06 Thesis NonPeerReviewed application/pdf en http://etd.uum.edu.my/2758/1/Nur_Haryani_Md_Arshad.pdf application/pdf en http://etd.uum.edu.my/2758/2/1.Nur_Haryani_Md_Arshad.pdf Nur Haryani, Md Arshad (2011) An Empirical Study on Relationship Marketing and its Effect on Customer Satisfaction. Masters thesis, Universiti Utara Malaysia.
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Electronic Theses
url_provider http://etd.uum.edu.my/
language English
English
topic HF5001-6182 Business
spellingShingle HF5001-6182 Business
Nur Haryani, Md Arshad
An Empirical Study on Relationship Marketing and its Effect on Customer Satisfaction
description The intense competition among firms in the new global environment has made it inevitable for firms to seek ways to create and maintain quality relationship with customers, and Malaysia banks sector are no exception. However, little is understood from empirical viewpoint about the antecedents of relationship quality specifically. In fact, the actual influence of overall customer satisfaction will be assessed by its indicators (Trust, Communication, Competence, Commitment and Cooperation). In this study, we tend to examine the effects of relationship marketing on customer satisfactions. Based on data collected from 237 customers which consisted of university students of UUM, various data-analytic tools will be used in this study. These tools are used to analyze the data such as test of differences, reliability analysis, factor analysis, and multiple regression analysis. Findings of this study proved that customer can be satisfied by having a close attention to issues of trust, communication, competence, commitment and cooperation.
format Thesis
author Nur Haryani, Md Arshad
author_facet Nur Haryani, Md Arshad
author_sort Nur Haryani, Md Arshad
title An Empirical Study on Relationship Marketing and its Effect on Customer Satisfaction
title_short An Empirical Study on Relationship Marketing and its Effect on Customer Satisfaction
title_full An Empirical Study on Relationship Marketing and its Effect on Customer Satisfaction
title_fullStr An Empirical Study on Relationship Marketing and its Effect on Customer Satisfaction
title_full_unstemmed An Empirical Study on Relationship Marketing and its Effect on Customer Satisfaction
title_sort empirical study on relationship marketing and its effect on customer satisfaction
publishDate 2011
url http://etd.uum.edu.my/2758/1/Nur_Haryani_Md_Arshad.pdf
http://etd.uum.edu.my/2758/2/1.Nur_Haryani_Md_Arshad.pdf
http://etd.uum.edu.my/2758/
_version_ 1644276784983703552
score 13.211869

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