Abstract
The aim of this research was to examine the parallel mediating effect of social media and relationship quality between relationship marketing and customer loyalty. A series of regression analysis provided the statistical result that tested the hypothesis proposed in this research. The total population of the travel and tourism firms registered with the Ministry of Tourism, Arts and Culture was 4746. The results of this study were obtained from data collected through 361 out of 600 self-administered questionnaires. A series of regression analysis assessed the impact of relationship marketing on customer loyalty in the tour and tourism companies in Malaysia. The results indicated that social media platforms utilised and the application of relationship quality are statistically significant and mediates the relationship between relationship marketing and customer loyalty. It can be concluded accurately from the literature and the statistical analysis conducted that there is concrete evidence that relationship marketing impacts customer loyalty. The intervening variables tested were social media use and relationship quality. The outcomes verified that social media and relationship quality are crucial factors that induces customer loyalty. Both social media and relationship quality defines how the effects between relationship marketing and customer loyalty occur. The mediating effects of social media and relationship quality between relationship marketing and customer loyalty are the actual factors that generate customer loyalty which then leads to customer retention and repeat purchase in the travel and tourism sector in Malaysia.
 
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Highlights
The third-largest contributor to the Malaysian Gross Domestic Product is the Tourism industry (MOTAC, 2021)
This study focused on the parallel mediating effects of social media and relationship quality between relationship marketing and customer loyalty in Malaysia's travel and tourism sector
This outcome is parallel to the findings of (Al-Hawary & Aldaihani,2016; Abtin & Pouramiri, 2016; Ndubisi, 2007; Ndubisi & Chan, 2005), who found that customer loyalty can be enhanced through appropriate relationship marketing plans which will lead to a lasting connection with customers that enables the business to retain customer and encourage repeat purchase
Summary
The third-largest contributor to the Malaysian Gross Domestic Product is the Tourism industry (MOTAC, 2021). Regarding the performance of tourism in Malaysia, only an insignificant increase of 1.0% or (26.1 million) was recorded in international tourist arrivals in the year 2019 compared to 2018 at (25.8 million). In terms of tourist expenditure, there was an increase of 2.4 per cent from RM84.1 billion in 2018 to RM86.1 billion in 2019 (MOTAC, 2021). In early 2019, the region of Southeast Asia has experienced significant growth in the travel and tourism industry. Malaysia was eager to capitalise on this development and launched the "Visit Truly Asia Malaysia 2020" campaign. Malaysia anticipated a staggering 30 million visitors and revenue of RM100 billion in travel and tourism receipts in 2020
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