Exploring the impact of relationship marketing upon customer satisfaction and customer loyalty in Malaysian banking industry

In present extremely competitive and globalize banking context, increasing customer loyalty emerges as one of the most imperative challenges faced by marketers. Cultivating loyal customers is frequently argued to be the single most important driver of organizations’ long-term financial performance...

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Main Authors: Sung, P. N., Cheng, Boon Liat *
Format: Article
Language:English
Published: Inderscience 2015
Subjects:
Online Access:http://eprints.sunway.edu.my/1808/1/Cheng%20Boon%20Liat%202015%20Exploring%20the%20Impact%20of%20Relationship%20Marketing%20upon%20Customer%20Safisfaction.pdf
http://eprints.sunway.edu.my/1808/
http://ijmas.iraj.in/volume.php?volume_id=186
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spelling my.sunway.eprints.18082021-10-05T06:48:07Z http://eprints.sunway.edu.my/1808/ Exploring the impact of relationship marketing upon customer satisfaction and customer loyalty in Malaysian banking industry Sung, P. N. Cheng, Boon Liat * HF Commerce In present extremely competitive and globalize banking context, increasing customer loyalty emerges as one of the most imperative challenges faced by marketers. Cultivating loyal customers is frequently argued to be the single most important driver of organizations’ long-term financial performance, which can lead to increased customer share, lower expenditure, and higher profit. Therefore, marketing academics emphasize the effect of relationship marketing as a strategically vital tool to secure loyal customers. The purpose of this study is to empirically examine the impact of relationship marketing on customer satisfaction and customer loyalty, and to test the impact of customer satisfaction as mediator on the association between relationship marketing and customer loyalty. This study was carried out using the convenience and snowball samplings comprising 162 respondents through the distribution of online structured questionnaires to retail bank customers within the area of Klang Valley, Malaysia. Data analysis was further conducted using the SPSS software, and the results of regression analysis show that relationship marketing is significant in explaining the variation in customer satisfaction and customer loyalty. In addition, customer satisfaction has been proven to partially mediate the relationship marketing-customer loyalty relationship. These findings contribute to the understanding on the relationship between relationship marketing, customer satisfaction, and customer loyalty which provide critical implications for retail bank managers and highlight possible directions for future research. Inderscience 2015-09 Article PeerReviewed text en cc_by_nc_4 http://eprints.sunway.edu.my/1808/1/Cheng%20Boon%20Liat%202015%20Exploring%20the%20Impact%20of%20Relationship%20Marketing%20upon%20Customer%20Safisfaction.pdf Sung, P. N. and Cheng, Boon Liat * (2015) Exploring the impact of relationship marketing upon customer satisfaction and customer loyalty in Malaysian banking industry. International Journal of Management and Applied Science, 1 (8). p. 80. ISSN 2394-7926 http://ijmas.iraj.in/volume.php?volume_id=186
institution Sunway University
building Sunway Campus Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Sunway University
content_source Sunway Institutional Repository
url_provider http://eprints.sunway.edu.my/
language English
topic HF Commerce
spellingShingle HF Commerce
Sung, P. N.
Cheng, Boon Liat *
Exploring the impact of relationship marketing upon customer satisfaction and customer loyalty in Malaysian banking industry
description In present extremely competitive and globalize banking context, increasing customer loyalty emerges as one of the most imperative challenges faced by marketers. Cultivating loyal customers is frequently argued to be the single most important driver of organizations’ long-term financial performance, which can lead to increased customer share, lower expenditure, and higher profit. Therefore, marketing academics emphasize the effect of relationship marketing as a strategically vital tool to secure loyal customers. The purpose of this study is to empirically examine the impact of relationship marketing on customer satisfaction and customer loyalty, and to test the impact of customer satisfaction as mediator on the association between relationship marketing and customer loyalty. This study was carried out using the convenience and snowball samplings comprising 162 respondents through the distribution of online structured questionnaires to retail bank customers within the area of Klang Valley, Malaysia. Data analysis was further conducted using the SPSS software, and the results of regression analysis show that relationship marketing is significant in explaining the variation in customer satisfaction and customer loyalty. In addition, customer satisfaction has been proven to partially mediate the relationship marketing-customer loyalty relationship. These findings contribute to the understanding on the relationship between relationship marketing, customer satisfaction, and customer loyalty which provide critical implications for retail bank managers and highlight possible directions for future research.
format Article
author Sung, P. N.
Cheng, Boon Liat *
author_facet Sung, P. N.
Cheng, Boon Liat *
author_sort Sung, P. N.
title Exploring the impact of relationship marketing upon customer satisfaction and customer loyalty in Malaysian banking industry
title_short Exploring the impact of relationship marketing upon customer satisfaction and customer loyalty in Malaysian banking industry
title_full Exploring the impact of relationship marketing upon customer satisfaction and customer loyalty in Malaysian banking industry
title_fullStr Exploring the impact of relationship marketing upon customer satisfaction and customer loyalty in Malaysian banking industry
title_full_unstemmed Exploring the impact of relationship marketing upon customer satisfaction and customer loyalty in Malaysian banking industry
title_sort exploring the impact of relationship marketing upon customer satisfaction and customer loyalty in malaysian banking industry
publisher Inderscience
publishDate 2015
url http://eprints.sunway.edu.my/1808/1/Cheng%20Boon%20Liat%202015%20Exploring%20the%20Impact%20of%20Relationship%20Marketing%20upon%20Customer%20Safisfaction.pdf
http://eprints.sunway.edu.my/1808/
http://ijmas.iraj.in/volume.php?volume_id=186
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