Impact Of Relationship Marketing Research Articles

The impact of relationship marketing on achieving customer value, an analytical study on a group of private Iraqi banks

The impact of relationship marketing on achieving customer value, an analytical study on a group of private Iraqi banks

Impact of Relationship Marketing on Customers Loyalty

Relationship marketing is the efforts done by insurance companies making long lasting and profitable relationship with these customers. The main objective of this research is to analysis impact of relationship marketing to make customer’s brand loyal towards insurance companies of Chitwan. In this regards, results are found out the personalized service makes customers’ brand loyal towards insurance company of Chitwan. Thus relationship marketing ensures to make brand loyal towards insurance companies.

Pragmatics in the service of marketing: The case of COVID-19 semi-commercial public signs

This study adopts a cross-cultural perspective and investigates the ways in and the extent to which the pragmatic choices made by the authors of COVID-19 signs announcing business closures in the UK and in Greece could reflect the Relationship Marketing approach. The data for the study comes from a large corpus of COVID-19 related public signs that appeared in London and Athens between 2020 and 2022. The analysis of the data focuses on the extent to which the relationship between the businesses and the customers is treated as personal and intimate. To this end three types of pragmatic choices are examined in detail: (i) (in)directness and (in)formality of directives used on the signs, (ii) conveyance of emotions, and (iii) the extent to which future encounters and transactions with the customers are thematised. The analysis shows that the pragmatic choices of UK sign authors reflect the Relationship Marketing approach to a far greater extent than those of their Greek counterparts. This finding is discussed in the light of observed cultural differences and the possible impact of Relationship Marketing on language use.

The Impact of Relationship Marketing on the Purchase Behavior of Sport Customers: A Case Study of Stephan’s Spectators

The Impact of Relationship Marketing on the Purchase Behavior of Sport Customers: A Case Study of Stephan’s Spectators

Effect of relationship marketing on hospital loyalty: the mediating role of patient satisfaction

PurposeThis study aims to reveal the mediating role of patient satisfaction on the impact of relationship marketing on hospital loyalty.Design/methodology/approachThe scale questionnaires used in the study was the Relationship Marketing, Hospital Loyalty and the Patient Satisfaction Scale. The population of the study is made up of the patients who received in-hospital services in private hospitals operating in Kocaeli province. The field study was conducted between August 1 and October 31, 2019. After determining the sample size, the study was conducted on 401 patients in private hospitals primarily using the purposive sampling method. Descriptive statistics, correlation analysis and statistical package for the social sciences Process Macro were used to analyze the data.FindingsAccording to the findings of this study, patient satisfaction has an effect on hospital loyalty. Relationship marketing has an impact on hospital loyalty, and this effect is further enhanced by patient satisfaction. In other words, patient satisfaction has a mediating role in the impact of relationship marketing on hospital loyalty. Relationship marketing plays an important role in creating hospital loyalty and patient satisfaction. For this reason, it is recommended that health institutions adopt relationship marketing practices. Hospital loyalty and patient satisfaction will be ensured through relationship marketing. This will allow the health-care institution to continue to exist and to be more advantageous than other institutions.Originality/valueThe uniqueness of the paper lies not only in the only regression findings but also in the methodology used to capture the impact of the lagged effect of marketing relationships on hospital loyalty. Specifically, a regression model is based on both direct and indirect effects.

Nexus between relationship marketing and export performance of readymade garments exporting firms

he aim of this study to find out the impact of relationship marketing on export performance in readymade garments exporting firms of Pakistan. There is also the aim to find the mediating impact of trust between the relationship of relationship marketing and export performance. The present study aims to fill the existing gap in the literature which has been neglected in the previous studies. Data was collected from the managerial staff of readymade garments exporting firms and apply multiple linear regression. After the analysis of collected data, it was found that all the components of relationship marketing used in the study have positive and significant impact on export performance. It was also found that trust partially mediated the relationship of relationship marketing and export performance. At the end researchers recommended that this model can be used with more mediators and enhancing the sample size. It was also recommended to the management of exporting firms that they should more emphasize on trust to improve its export performance to different countries.

THE IMPACT OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY IN THE TOUR AND TRAVEL COMPANIES IN MALAYSIA DURING COV-19 PANDEMIC: PARALLEL MEDIATION OF SOCIAL MEDIA AND RELATIONSHIP QUALITY

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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Relationship marketing and consumer buying behavior in food and beverage firms in port harcourt metropolis

This study investigated the impact of relationship marketing on consumer buying behavior in the food and beverage firms in Port Harcourt metropolis. The study also seeks to find out whether considerable pricing system, quality product and service offering and effective and efficient customer service unit affect consumer buying behavior. This study adopted descriptive research design. The populations are all customers of all food and beverage drinks firms in Port Harcourt. A sample size of 375 persons was randomly selected while 358 questionnaires were successfully retrieved and used for the analysis. Sample size was determined using Morgan Krejcie table (1970). Data was collected by use of questionnaire. Three research questions were posed and three hypotheses were tested. Data were analyzed using descriptive statistics while inferential statistics e.g. Pearson product moment correlation coefficient was used to test the stated hypothesis at 0.05 level of significance. Findings revealed that food and beverage firms in Port Harcourt lack considerable pricing system which affect consumer buying behavior negatively; that quality product and service offering impact customers’ referral and that effective and efficient customer service unit enhance customer loyalty in food and beverage firms in Port Harcourt. The study concluded that relationship marketing affect consumer buying behavior in food and beverage firms Port Harcourt.

The influence of accounting ethics on quality of financial reports among accounting practitioners in ibadan, oyo state, nigeria

This study investigated the impact of relationship marketing on consumer buying behavior in the food and This study examined the influence of accounting ethics on the quality of financial reports of Nigerian firms. Specifically, the study focused on the influence of accounting ethics on relevance and faithful representation of financial information of Nigerian firms. Descriptive survey design was utilized to conduct the study. The target population for this study was over 300 accounting practitioners distributed over deposit money banks, Audit firms, educational tertiary institutions and small and medium scale industries in Ibadan, Oyo state. Slovin’s formula was used to determine the sample size, while stratified and convenience sampling techniques was employed to select 171 respondents that participated in the study. Primary data was used for the study. Questionnaires were used as data collection tools. The study results established that accounting ethics (β = 0.282; p < 0.05) and (β = 0.234; p < 0.05) had positive and significant effect on relevance and faithful representation of financial information respectively. The study concluded that high ethical standard is fundamental in achieving an objective, reliable and transparent financial report. The study recommends that firms in Nigeria should put in place ethics and compliance department to direct and monitor ethics implementation in their day-to-day operations and that firms reporting structure should adhere strictly to the financial reporting framework issued by the International Financial Reporting Standards for better and more acceptable financial reports

Impact of Relationship Marketing and Service Quality on Customer Satisfaction and Its Implications to Customer Loyalty in Pt. Precision Tools Service Indonesia (PTSI)

This study aims to analyse the effect of relationship marketing and service quality on customer satisfaction and its implications on customer loyalty. Based on observations and interviews from June 8, 2018, that is using at PTSI outside of the marketing team, and customer loyalty is the primary goal of each team member. Customer loyalty also becomes an instruction of the administration that can see from the existence of the policy of daily visits to its clients. The population of this study is customers who made purchases in the last six months. The sample of this study is 100 clients of PT Precision Tooling Service Indonesia, which made purchases during the previous six months. The sampling method of this study using stratified random sampling. The analytical method used is path analysis. PROCESS Macro Hayes assists the data analysis used in this study in version 23 of SPSS. The results showed that (1) relationship marketing has a positive and significant effect on customer satisfaction, (2) service quality has a positive and significant impact on customer satisfaction, (3) relationship marketing has an effect positive and significant in customer loyalty to customers satisfaction as a full mediator, (4) service quality has a positive and significant effect on customer loyalty with customer satisfaction as a full mediator, and (5) customer satisfaction has a positive and significant impact on customer loyalty.

Nghiên cứu các yếu tố ảnh hưởng đến lòng trung thành khách hàng tập gym tại trung tâm K.I.M (Study on Factors Affecting Customers’ Loyalty for Gym Service at K.I.M Center)

Vietnamese Abstract: Nghien cứu nay nhằm mục tieu xac định va đo lường mức độ ảnh hưởng của cac yếu tố tac động đến long trung thanh khach hang đối với phong tập Gym tại Kim Center Tân Phu, bằng việc khảo sat 650 khach hang đang sử dụng phong tập Gym tại Kim Center. Kết quả kiểm định mo hinh bằng phân tich SEM đa ủng hộ 11 giả thuyết trong tổng số 12 giả thuyết nghien cứu. Trong đo, 6 giả thuyết chinh của mo hinh đều co ý nghĩa thống ke. Tất cả 11 nhân tố co ý nghĩa thống ke đều co ảnh hưởng dương đến khả nang long trung thanh của khach hang. Trong đo, thanh phần nhân tố Sự hai long thể hiện qua Chất lượng hữu hinh va chất lượng vo hinh co ảnh hưởng mạnh nhất đến long trung thanh của khach hang. English Abstract: This research aims to identify and measure the influence of factors affecting customers’ loyalty for gym service at K.I.M Center by surveying 640 customers using the gym service at K.I.M Center. Cronbach's alpha, EFA, CFA and SEM analysis were used in the study. The results of the model tested with SEM supported 11 hypotheses out of a total of 12 hypotheses. The four factors are (i) Habits, (ii) Conversion cost, (iii) Relationship Marketing, and (iv) Satisfaction towards customers’ loyalty at the center. Two factors (i) Intangible quality, (ii) Tangible quality have an impact on customers’ satisfaction. In addition, other relationships in the model are also verified (1) the impact of relationship marketing on tangible and intangible quality, (2) the impact of tangible and intangible quality on the habit; (3) and the impact of tangible quality on customers’ conversion cost. In it, the factor of Satisfaction expressed through tangible and intangible quality has the strongest impact on customers’ loyalty.

The Strategic Performance of Bangladeshi Private Commercial Banks on Post Implementation Relationship Marketing

Nowadays using the right marketing tools to manage the strategic performances to achieve sustainability for the banks is crucial, and it is important to monitor the post-implementation success outcomes to get the true glimpse of the effectiveness of such tools. As the banking industry deals with financial management, a very sensitive component of human life, and as it has the inherent nature of service industry, the practice of relationship marketing strategies automatically comes under discussion. In addition, the private banks have gradually shown their better progress compared to the public for the last two decades by adopting various relationship marketing instruments. Keeping this view in mind, this conceptual paper proposes to explore the most critical success factors of post-implementation relationship marketing (RM) for the private banks in Bangladesh along with the impact of RM on the sustainability of the banks. It also presents the intended methodology to accomplish the required purposes of the study and ends with viable recommendations along with an indication for future research.

Relationship Marketing and Customer Loyalty in Vietnam Cosmetics Market

For the purpose of examining the impact of relationship marketing on customer loyalty in HCM City Cosmetic market,the author carried out this study using quantitative approach via survey. A questionaire derived from previous study and wasmodified through group discussion among 20 customers then officially conducted with the sample of 318 people. The resultshows that among relationship marketing underpinnings, 5 variables: trust, commitment, communication, conflict handling, sharedvalue have positive influence on customer loyalty, shared value is more important than others. There are some research limitationsas the data analysed were collected from one sector of the industry in one country, the relationships investigated here deservefurther researchs on other sectors or study development by modifying relationship marketing variables. However, researchprovides insights on the importance of relationship marketing integral elements. With the information supplied, cosmetic brandscan enhance their effectiveness of marketing strategy, attain marketing success by focusing on 5 key characteristics affectingcustomer loyalty

The effect of relationship marketing, emotional marketing and supportive marketing on customers loyalty with the mediating role of customers satisfaction: a case study (pars Abad banks)

In today’s competitive world, the attraction and retention of customers in banking industry has become much more difficult and only those banks are successful in this competition that focuses their activities on attraction and retention of their customers. In other words, customers’ satisfaction and loyalty are considered as one of the most significant objectives of banking system. Consequently, the purpose of present research is to investigate the impact of relationship marketing, emotional marketing and supportive marketing on the customers’ loyalty in Pars Abad banks with the mediating role of customers’ satisfaction. The statistical population of research comprises all the customers of private banks, public banks and credit and finance institutions of Pars Abad. From this population, 377 customers were selected as the research sample using random sampling method in terms of Morgan table. The questionnaires were used as the statistical instrument for data collection. The reliability of these questionnaires was confirmed using Cranach’s Coefficient Alpha. The collected data were analyzed using Structural Equation Modeling (SEM) and Boot Strap. The SPSS, Lisrel and Stata software were also used in various stages of estimation. The results revealed that the customers’ satisfaction plays a mediating function in the relationship between the effect of relationship marketing, emotional marketing and supportive marketing on customers’ loyalty.

Impact of Relationship Marketing and Perceived Service Quality on Customer Loyalty: An Agenda for Inquiry

With growing number of firms offering wide range of choices across the industry made today’s market more competitive than ever before. Fueled with globalization & liberalization, the entry of multinationals encouraged the firms to move from sellers’ driven marketing to buyers’ driven marketing approach. At this backdrop, Relationship Marketing has emerged as one of the most powerful marketing tools to cultivate customer loyalty, interaction and long-term engagement. At the same time, research has also revealed that the customers always desire for high quality service irrespective of the kind of the service. The focus of this study is to present a conceptual model for empirical investigation to understand the impact of relationship marketing and perceived service quality on customer loyalty.

Relationship Marketing as an Effective Promotional Tool of Yoga Marketing in the Urban Indian Market : An Empirical Study

Yoga practices help to maintain a healthy living of physical, mental, and spiritual faculties. Different yogic postures keep our body in a proper condition by normalizing blood pressure, cholesterol levels, and boosting the immune system. So, it is required to market yoga services by implementing proper promotional tools in the present scenario. Relationship marketing helps to establish strong social, economic, and technical ties with customers. It decreases the transaction time and related costs. It creates a mutually profitable business relationship between customers and service providers. Initiation for yoga promotion is to be supported with relationship marketing as effective promotional tool for sustainable development of the yoga market. The purpose of this study was to examine the impact of relationship marketing on customer loyalty in the yoga sector. Maintaining the customer loyalty in the yoga sector is important to attract new potential customers in urban India to fulfill customers' expectations related to their health care. Customer loyalty can be increased by adopting different significant strategies in yoga promotion through relationship marketing. Understanding of customer behaviour in the relationship-building process of a yoga organization is important to retain and attract potential customers. This study focused on the influences of different factors in the relationship-building process on customer loyalty in the context of yoga marketing in urban India. This study emphasized the marketing literature on the relationship development model for customer benefits. The findings discussed the effectiveness of relationship marketing as yoga promotional tools in the Indian urban market.

Branding destination image: a stakeholder causal scope analysis for internationalisation of destinations

ABSTRACTThe impact of relationship marketing (RM) on the internationalisation process and the branding of destination image are widely, but separately, researched. However, the implications of RM vis-à-vis the branding of international destination image are not broadly explored, especially from the different internationalisation contexts. This conceptual viewpoint precises insight, encircling this gap in the roles of RM constructs to influence the cause and consequence of stakeholder relationships and interactions at different internationalisation continuums, with a viable impact on branding international destination image. This is an initial conceptual modelling, which needs to be empirically tested to generalise the findings.

A Study of the Impact of Relationship Marketing on Cross-Buying

This article addresses the gap related to the role of relationship marketing in cross-buying and therefore aims to investigate the effect of quality of relationship marketing on cross-buying intentions in the Indian banking context. Five forms of relationship marketing were considered: relationship advertising, 2-way communications, database marketing, face-to-face contacts, and listening activities. The study also examined the indirect effect of quality of relationship marketing via relationship quality. Survey data from 347 bank customers were analyzed using structural equation modelling to test the proposed relationships. Findings highlight that the quality of relationship marketing has both direct and indirect influences on cross-buying intentions.

Impact of Relationship Marketing on the Performance of Service Companies: An Empirical Study on NCR

Today's customers buying decisions are not based simply on the quality of the product but with the relationship they have with the company. So organizations will have to formulate marketing strategies in a way to not only woo customers toward them but also to retain them. The objective of the study therefore was to empirically investigate the effect of Relationship Marketing (RM) on the performance of service companies.This paper provides a comprehensive review on this concept of RM in the service sector, its foundation as well as its development.The type of research used for this study is descriptive research design. A well structured questionnaire was designed for service providers and administered to collect samples across NCR. Due to high population and need for variety of respondents, Convenience Sampling method was chosen. Data were collected from a cross-section of customers (consisting of 100 samples). Furthermore the paper provides a discussion on the nature and scope of RM and proposes some recommendations to assist firms in the implementation of this new marketing concept. The findings revealed that there are several measures of RM i.e. service quality, trust, price perceptions, complaint handling and customer satisfaction which are responsible for the performance of service companies like Telecom, Healthcare, Banking, Insurance, and Entertainment and so on. Finally the concluding note of this study reflects that the RM and service delivery are the factors responsible for the performance and the growth of service companies.

Impact of Relationship Marketing on Export Performance: Empirical Study in Vietnamese Garment Enterprises

Relationship marketing is a new concept for Vietnamese enterprises. Most often based on the marketing mix 4Ps model, relationship marketing focuses on the maintenance as well as the development of relations with existing clients for mutual benefits of enterprises and customers. This paper, through theoretical and empirical analyses, investigates the interactions between internationalization process, international relationship marketing activities and export performance of Vietnamese garment enterprises. Several important recommendations to improve the export performance of the studied enterprises are drawn from the research results.