Impact of relationship marketing tactics on relationship quality and customer loyalty: A case study of telecom sector of Pakistan

2012 ◽  
Vol 6 (14) ◽  
Author(s):  
Ali Raza
Keyword(s):  
Relationship Quality ◽  
Relationship Marketing ◽  
Customer Loyalty ◽  
Marketing Tactics ◽  
Telecom Sector

scholarly journals The Effect of Relationship Marketing towards Customers' Loyalty Mediated by Relationship Quality (Case Study in Priority Bank in Niaga)

2016 ◽  
Vol 11 (2) ◽  
pp. 191 ◽  
Author(s):  
Endang Ruswanti ◽  
Widiyanti Permata Lestari
Keyword(s):  
Relationship Quality ◽  
Relationship Marketing ◽  
Customer Loyalty ◽  
Significant Influence ◽  
Structural Equation ◽  
Sampling Technique ◽  
Equation Model ◽  
Conflict Handling

<p>A large number of banks let people be more free in choosing the best bank for their needs. People can freely switch from one bank to another which makes the loyalty level of bank customers decrease, even though the efforts and cost spent for maintaining the customers is cheaper than the efforts and cost spent on getting new customers. Relationship is one of the answers to the problem, relationship marketing is a marketing principle which emphasizes and takes effort in maintaining good long term relationship with customers. This research aims to, analyze the influence competence, communication, and conflict handling towards relationship quality, mediated by relationship quality, and towards customer loyalty. The research was conducted by collecting quantitative data through questionnaires distributed to 130 respondents. The objects of this research were the priority customers at Niaga Bank, and it used purposive sampling technique. This research conducted by using Structural Equation Model method. The result of this research showed that, (1) relationship marketing which consists of competence component, communication, and conflict handling have significant influence and positively towards relationship quality, partially and simultaneously, (2) relationship marketing have significant influence and positively towards customer loyalty which is mediated by relationship quality, and (3) relationship quality have significant influence and positively towards customer loyalty.</p>

scholarly journals PENGARUH RELATIONSHIP MARKETING DAN RELATIONSHIP QUALITY TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA PRODUK PARFUM MULEGH DI PURWOKERTO

2018 ◽  
Vol 1 (1) ◽  
Author(s):  
Ilham Akbar
Keyword(s):  
Customer Satisfaction ◽  
Relationship Quality ◽  
Relationship Marketing ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Marketing Relationship ◽  
Negative Effect ◽  
The Impact ◽  
The Relationship ◽  
Positive Effect

The research entitled �The Influence of Relationship Marketing and Relationship Quality Towards Customer Loyalty with Customer Satisfaction as The Intervening Variable on Mulleg Perfume Product in Purwokerto� aims to determine the impact of relationship marketing and relationship quality towards customer satisfaction and customer loyalty and to determine whether customer satisfaction could become the intervening variable. The hypothesis of this research is the relationship marketing has negative effect towards customer satisfaction, the relationship marketing has positive effect towards customer loyalty, the relationship quality has positively effect towards customer satisfaction, the relationship quality has positively effect towards the customer loyalty, and the customer loyalty could be able to mediate the influence of relationship marketing and relationship quality toward customer loyalty.� The analysis method that used on this research is the structural equation modeling.The results show that the relationship marketing has positive and significant effect towards customer satisfaction. It will increase the customer satisfaction of Mulleg Aromatic perfume product in Purwokerto. The relationship quality has positive and significant effect towards customer satisfaction, so it will increase the customer satisfaction of Mulleg Aromatic perfume product in Purwokerto. The relationship marketing has positive and significant effect towards customer loyalt. It will increase the customer loyalty of Mulleg Aromatic perfume product in Purwokerto. The relationship quality has positive and significant effect towards the customer loyalty. The Customer Satisfaction has positive and significant effect towards customer loyalty. The customer satisfaction could mediate the influence of relationship marketing towards the customer loyalty on Mulleg Aromatic perfume product in Purwokerto. The customer satisfaction could mediate the influence of relationship quality towards the customer loyalty of Mulleg Aromatic perfume product in Purwokerto.�Keywords : Relationship Marketing , Relationship Quality , Customer Satisfaction and Customer Loyalty�

The Moderating Effects of Service Innovation on Relationship Quality

2019 ◽  
Vol 10 (7) ◽  
pp. 636-653
Author(s):  
Hsiaoping Yeh ◽  
Keyword(s):  
Relationship Quality ◽  
Relationship Marketing ◽  
Customer Loyalty ◽  
Customer Value ◽  
Service Innovation ◽  
Customer Experience ◽  
Moderating Effects ◽  
Quality Of Relationships

Nowadays, relationship marketing (RM) has become one of the most widely discussed marketing theories. In addition to achieving consensus, the most important result of RM is the retention of customers. However, it has not been theorized and discussed in terms of the effect of service innovation on the quality of relationships. This study empirically identifies the important service indications in marketing, i.e., customer value, satisfaction, trust, and loyalty and the developing path among these indicators. Additionally, thestudy also shows that good customer experience, quality of interaction, and innovative services can strengthen the path to developing customer loyalty.

A Study to Explore Relationships Between Customer Demographics and Brand Loyalty in The Indian Telecom Sector

2014 ◽  
Vol 5 (3) ◽  
pp. 1-13
Author(s):  
K Sai Prasad ◽  
Sita Mishra
Keyword(s):  
Relationship Marketing ◽  
Customer Loyalty ◽  
Service Providers ◽  
Demographic Factors ◽  
Demographic Variables ◽  
Service Differentiation ◽  
The Past ◽  
Huge Impact ◽  
Customer's Loyalty ◽  
Telecom Sector

Customer loyalty is vital in any relationship marketing effort. With little or no product and service differentiation in the telecom sector, retaining the loyalty of customers is a big challenge. Service providers are investing substantial amounts in a variety of CRM strategies. While on one hand customer loyalty is a function of good products and services, resulting in increased levels of satisfaction, on the other hand customers' social and demographic profile plays a key role in determining a customer's loyalty to his service provider. Four types of loyalty measures were categorized and relationships with the demographic variables studied. This paper explores whether customer loyalty and demographic factors are linked in the telecom sector and to what extent. The findings and interpretation are similar to what other researchers have arrived at in the past, in that there is no significant relationship between demographic factors and loyalty. This study will have a huge impact on CRM investments in the telecom sector and will make service providers rethink their customer loyalty strategies.

scholarly journals Exploring Relationship Marketing Tactics & Customer Loyalty: Issues in the Malaysian Mobile Telecommunication Sector

2019 ◽  
Vol 4 (1) ◽  
pp. 21
Author(s):  
Lennora Putit ◽  
Mohamad Fariz Abdullah
Keyword(s):  
Relationship Marketing ◽  
Customer Loyalty ◽  
Marketing Tactics ◽  
Mobile Telecommunication ◽  
Mobile Telecommunications ◽  
Telecommunication Sector ◽  
Switching Barriers ◽  
Telecommunications Market ◽  
Alternative Attractiveness ◽  
Depth Interviews

Most of today’s business firms are facing numerous challenges in sustaining customer loyalty due to a ferocious competitive environment. This study explores issues on relationship marketing and customer loyalty within the mobile telecommunications sector. In-depth interviews with targeted respondents were conducted to understand their initial perceptions on relationship marketing tactics issues and its influence on customer loyalty. Specifically, the study aims to acquire deeper insights into the motivational drives behind customer loyalty amongst different classes of mobile phone users. Qualitative data were collected using a digital voice tape-recorder, while the transcribing and coding processes were carried out using qualitative software called ATLAS.TI version 7.0. Based on thematic analyses, the findings have identified several themes such as trust, branding, alternative attractiveness, emotions, service quality, price perception, switching barriers, and commitment. Further results revealed suggestions on how to strengthen customer loyalty behaviour in the mobile telecommunications market

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