Relationship Marketing Variables Research Articles

Relationship Marketing and Customers’ Satisfaction of Selected Deposit Money Banks in Nigeria

This study examined the influence of relationship marketing on customer satisfaction among selected deposit money banks in Nigeria. The research design used was a survey. The population of the study consisted of all customers of the top five performing deposit money banks from six states in southwest Nigeria. A stratified random sampling technique was employed to determine the sample size. Cochran's formula was utilized to determine the overall sample size, resulting in a total of three hundred and eighty-four (384) participants. Data were obtained through self-administered questionnaire of three hundred and eighty-four (384), while three hundred and twenty-one (321) copies of questionnaire were adequately filled, returned and used for the research. Inferential statistics used was linear regression and Statistic Package for Social Science (SPSS) version 23 was used for data analysis. The result revealed that commitment is 0.732 with t = 6.948 and (p = 0.000 < 0.05); empathy is 0.696 with t = 15.901 and (p = 0.000 < 0.05. The study concluded that relationship marketing variables have a positive and significant influence on customer satisfaction. The study recommended that bank employees should improve the level of commitment among their customers and treat them with outstanding service in order to boost customer’s satisfaction. Also, bank staff members should improve the working atmosphere for the customers’ conveniences; attend quickly to customers whenever issues arise with their account, and show empathetic ability in order to satisfy the customers.

Pengaruh Penerapan Syariah Compliance Terhadap Kepuasan Nasabah PT. Bank Sumut KCPSy. Hamparan Perak

In order to capture the attention and interest of customers, sharia banking in Indonesia is developing extremely quickly and becoming more competitive in the delivery of financial services. In order for banks to meet the difficulties of the industrial revolution, they must create and improve methods for figuring out what elements draw in clients and foster customer loyalty. Customer loyalty may be increased through relationship marketing, a positive corporate reputation, and adherence to sharia law. The goal of this study is to ascertain if the satisfaction variable may mediate the effect of compliance on customer loyalty at Bank Sumut KCP Syariah Hamparan Perak as well as the influence of compliance on customer loyalty. Utilizing a quantitative methodology, this investigation. The major information utilized in this study was collected by questionnaires utilizing a measuring scale, namely using a Likert scale. 101 participants made up the sample in this study. According to the findings of the experiments, customer loyalty is positively and insignificantly impacted by relationship marketing variables, company image, and consumer satisfaction, positively and significantly impacted by sharia compliance, and positively and significantly impacted by relationship marketing variables, company image, and sharia compliance. important for ensuring client happiness.

Banking Customer Loyalty: Unveiling the Role of Customer Relationship Marketing and Customer Value

This study examines the effect of Customer Relationship Marketing and customer value on customer loyalty at PT. Bank BRI Unit Mamajang KC. Makassar, Sumba Opu. In this study, a sample of 100 respondents was used, namely BRI Bank Makassar Unit Mamajang Branch customers. This study uses primary data by conducting direct research in the field by giving questionnaires/question sheets to respondents. Data analysis used data quality tests, classical assumption tests, multiple linear regression analyses, partial tests, simultaneous tests, dominant tests, and determination tests. The results showed that: the variable Customer Relationship Marketing and customer value has a direction of influence that is in the same direction as customer loyalty. Every time there is an increase in the provision of Customer Relationship Marketing and customer value will have an impact on increasing customer loyalty. Customer Relationship Marketing variables and customer value significantly influence customer loyalty. This indicates that Customer Relationship Marketing is a determining factor for whether or not a customer is loyal.

The effect of relationship marketing towards switching barrier, customer satisfaction, and customer trust on bank customers

Basically, relationship marketing focuses more on creating customer value through interaction with customers to get information regarding evaluation of customer needs and expectations on an ongoing basis. Interaction with customers must be conducted, because customer involvement can increase customer value, so that the company can meet their expectations and needs. Furthermore, customer satisfaction, customer trust, and customer retention can be influenced by the implementation of a relationship marketing strategy. This study aims to examine and analyze the correlation between relationship marketing variables to switching barriers, customer satisfaction, customer trust and customer retention. Regarding to the objectives and study hypotheses, structural equation technique (SEM) is considered as relevant to be used. The population in this study was BNI customers who are members of BNI Emerald in East Java Province. The sample was obtained based on the top five BNI branches. Furthermore, the sample was determined by area proportional random sampling based on branches with a total sample of 141 respondents. Based on the study results, it is concluded that the effect of Relationship Marketing on Switching Barriers, Customer Satisfaction, and Customer Trust is positively significant. As a result, relational marketing is positioned as the primary exogenous variable to be investigated in conjunction with other relevant factors, such as switching barrier variables, customer happiness, customer trust, and customer retention. Customer satisfaction has a considerable positive impact on customer trust, indicating that the better the customer satisfaction, the higher the customer trust. Customer satisfaction has a positive and considerable impact on customer retention, indicating that the better the customer satisfaction, the higher the customer retention.

Explaining the linkage of dark sides of relationship marketing variables: an empirical investigation on selected Indian entrepreneurs

Explaining the linkage of dark sides of relationship marketing variables: an empirical investigation on selected Indian entrepreneurs

Pengaruh Relationship Marketing, Comporate Image dan Syariah Compliance Terhadap Loyalitas Nasabah dengan Kepuasan Nasabah Sebagai Variabel Intervening Pada PT BSI KCP Gunung Tua

The development of Islamic banking in Indonesia is very rapid and increasingly competitive in providing banking services, to attract the attention and interest of customers. Banks must be able to face the challenges of the industrial revolution, by improving and developing strategies in understanding what are the factors in attracting customers and creating customer loyalty. One strategy that can be used to create customer loyalty is by means of relationship marketing, corporate image and sharia compliance. The purpose of this stdy is to determine the partial or simultaneous effect of Relationship Marketing, Corporate Image and Sharia Compliance variables on customer loyalty at PT. Bank Syariah Indonesia KCP Gunung Tua and whether the satisfaction variable can mediate Relationship Marketing, Corporate Image and Sharia Compliance on customer loyalty. This study uses a quantitative approach. The data used in this study is primary data obtained through a questionnaire (questionnaire) using a measurement scale, namely the Likert scale. The sample used in this study were 100 respondents. To analyze the data, the writer uses SPSS version 21. This analysis technique includes validity test, reliability test, classical assumption test, statistical test and path analysis test. Based on the results of the tests conducted, it shows that the relationship marketing variables, corporate image and customer satisfaction have a positive and insignificant effect on customer loyalty, the sharia compliance variable has a positive and significant effect on customer loyalty, the relationship marketing, corporate image and sharia compliance variables have a positive and significant effect on customer satisfaction. The customer satisfaction variable is not able to mediate the influence between relationship marketing, corporate image and sharia compliance on customer loyalty.

CUSTOMER VALUE PERFORMANCE, SATISFACTION AND RELATIONAL MARKETING ON PRIORITY CUSTOMER LOYALTY ( Case study of Bank ABC Surabaya Cendana Main Branch Office)

Banking is a service industry that is very important in advancing the economy of a country. The purpose of this study is to determine whether there is an effect of variable customer value, satisfaction and relational marketing on customer loyalty Priority Bank XYZ Main Branch Office Surabaya Cendana. The data used in this study is primary data obtained by distributing questionnaires, using multiple linear regression analysis techniques. There is an influence between the independent variable and the dependent variable, as evidenced by a significant value of 6,328.10-26 <0.05. Partially, the customer value variable (X1) has a positive and significant effect on customer loyalty, the customer satisfaction variable (X2) has a positive and significant effect on customer loyalty and the relationship marketing variable (X3) has a positive and significant effect on customer loyalty. The most dominant variable is the relational marketing variable (X3) because the partial correlation value in the coefficients table is 62.29% greater than the partial correlation value of the other independent variables. customer value variables, customer satisfaction, and relationship marketing simultaneously have a significant effect on verified customer loyalty, customer value variables, customer satisfaction, and relationship marketing partially have a significant effect on proven customer loyalty and relationship marketing variables have a dominant influence on proven customer loyalty the truth. The most dominant variable is the relational marketing variable (X3) because the partial correlation value in the coefficients table is 62.29% greater than the partial correlation value of the other independent variables. customer value variables, customer satisfaction, and relationship marketing simultaneously have a significant effect on verified customer loyalty, customer value variables, customer satisfaction, and relationship marketing partially have a significant effect on proven customer loyalty and relationship marketing variables have a dominant influence on proven customer loyalty the truth. The most dominant variable is the relational marketing variable (X3) because the partial correlation value in the coefficients table is 62.29% greater than the partial correlation value of the other independent variables. customer value variables, customer satisfaction, and relationship marketing simultaneously have a significant effect on verified customer loyalty, customer value variables, customer satisfaction, and relationship marketing partially have a significant effect on proven customer loyalty and relationship marketing variables have a dominant influence on proven customer loyalty the truth.

PENGARUH RELATIONSHIP MARKETING, SUASANA KAFE, DAN KEPUASAN PENGUNJUNG TERHADAP LOYALITAS PELANGGAN MOKKA COFFEE ENDE

This study aims to measure the Effect of Relationship Marketing, Café Atmosphere, and Visitor Satisfaction on Customer Loyalty in Mokka Coffee Ende with a total sample of 50 people determined based on the condition of customers who have visited or by the Accidental Sampling method. Data were analyzed using Smart PLS 3.0 to test the validity and reliability, the amount of outer loading and the value of VIF. Also, bootsraping data is performed to see the effect on the path coefficient analysis and the R-square value. The dependent variable in this study is customer loyalty, while the independent variable consists of relationship marketing, cafe atmosphere and visitor satisfaction. The results of data analysis showed that hypothesis testing conducted on customer loyalty did not have too large influence on relationship marketing variables, the atmosphere of the cafe, and visitor satisfaction. Its influence was only 41 percent while 59 percent was influenced by other variables not examined. The effect of each variable, including relationship marketing variables was by 54.3 percent on customer loyalty. The atmosphere of the cafe had an influence of 37.1 percent. While visitor satisfaction had a negative influence of 13.9 percent on customer loyalty at Mokka Coffee.

Co-created value influences residents’ support toward the sporting event through the mediating mechanism of gratitude

ABSTRACT Research question The purpose of this study was to examine the effects of residents’ co-created value on their intentions to support a sporting event through the mediating mechanism of gratitude. Research methods Data were collected from residents’ participating in a local recurring sporting event (Naha Marathon, n = 198) and an international recurring sporting event (New York Marathon, n = 229). Results and findings The findings reveal that gratitude shows a strong positive impact on residents’ event support intentions. Also, the results indicate gratitude is a mediating psychological mechanism that can explain the relationship between co-created value and residents’ event support intentions. Implications We provide insights into the important role of gratitude in understanding how co-created value and relationship marketing variables function together to influence residents’ intentions to support recurring sport events. Also, findings of the current study assist in the understanding of resident-event relationships and contribute to the growing understanding of residents’ support for recurring events.

EFFECT OF SERVICE QUALITY AND RELATIONSHIP MARKETING ON CUSTOMER SATISFACTION AND ITS IMPACT ON LOYALTY SERVICE ON WISMA SOEWARNA BRACH OFFICE (KCP) OF BNI OF TANGERANG

The purpose of this study is to determine the Effect of Service Quality and Relationship Marketing on Customer Satisfaction and Its Impact on Loyalty by measuring indicators that affect the variable Service Quality and Relationship Marketing on customer satisfaction variables and their implications on customer loyalty variables. This research applies a descriptive research design using survey methods. Sampling uses convinient sampling as a sampling technique. This study was tested using the structural equation modeling (Lisrel) approach to test the significance of the significance of the overall model and predetermined pathway. The findings show that Service Quality and Relationship Marketing variables significantly influence customer satisfaction variables. Further findings indicate that Service Quality and Relationship Marketing variables directly have a significant effect on customer loyalty variables. This study also shows that customer satisfaction has an influence on customer loyalty variables. It is recommended to companies to improve the excellence of Service Quality and Relationship Marketing.

Impact of Relationship Marketing Variables on Brand Resonance: Mediating Role of Brand Attitude

Relationship Marketing has got its values strongly rooted in business and market place right from the year 1983. It is the core sphere of operation for all kinds of trade and no organization overlooks this concept. Holding this importance of Relationship Marketing as a core idea, the study aims at discerning the impact of Relationship Marketing Variables on Brand Resonance. Brand Resonance is yet another dominant state of psychological connect which every company would like to establish with the customers. The Relationship Marketing Variables Trust, conflict handling, empathy and Satisfaction are considered for the analysis. Brand Loyalty, Brand Community, Brand Engagement and Brand Attachment are the variables of Brand Resonance. Focusing on the relationship marketing variables that contributes towards high brand resonance would enable companies to contemplate on these profit enabling areas that eventually leads to a sustenance growth for the organization. Indian Shopping Websites has been given the prime importance in this study and data has been collected from 515 users of these websites. Multiple regression is employed as a main tool to examine the influential effect and for mediation analysis. The mediating effects of brand attitude over brand resonance is also examined in this study. Drifting from the traditional view of customer satisfaction influencing Brand Loyalty, this study has found Empathy as the most influential factor on Brand Resonance followed by Conflict handling and Trust. Brand Attitude strongly mediates the relationship between relationship marketing dimensions and Brand Resonance.

The Effect of Relationship Marketing towards Enhancing Organizational Performance

Businesses are living in a world of stiff competition. To be successful in this competition, considering customer relationship is a requisite, and organizations need to concentrate more on applying relationship marketing variables. The objective of the study is to assess the effects of relationship marketing towards enhancing organizational performance. The researchers made use of exploratory research design to make an in-depth investigation of the problem and to develop a working hypothesis from an operational aspect. Customers and employees of Ethio-telecom, Kobo branch were the target population of the study. A five point Likert-Type questionnaire and structured interview were administered to collect the pertinent data among selected Staffs of Ethio-telecom; kobo branch. Stratified sampling technique was used to identify the sample respondents from the sampling frame and the data were analyzed by using SPSS version 20 software. The result of the study shows that commitment has highest effect on performance followed by conflict handling (β=0.287,p=0.01), communication(β=0.229, P=0.01) and trust (0.154, p=0.05) respectively. The need to augment the level of loyalty to customers, developing a cooperative behavior to clients, hire employees who are likely to become linked to the organization, rendering a flexible service packages, providing sufficient and trustworthy services and demonstrate knowledge and expertise and confer continuous and uninterrupted services are among the possible recommendations forwarded on the basis of the finding of the study.

PENGARUH RELATIONSHIP MARKETING TERHADAP LOYALITAS NASABAH

The research is aimed : 1) to determine the relationship marketing variables that consists of trust, commitment, communication, bonding and satisfaction partial effect on customer loyalty. 2) to determine the relationship marketing variables that consists of trust, commitment, communication, relationship and simultaneously influencing satisfaction on customer loyalty. In this study has six hypotheses to be tested using multiple linear regression. Sampel used in this study were drawn from the Bank BCA Syariah customers consisting of 80 respondents. This research using quantitative methods and sampling techniques incidental. The results of the data processing SPSS version 15. The result of t-test research shows that t < t tabel is -0,441 < 1,993 then the trust is not a positive effect on customer loyality, t count > t tabel is 3,821 > 1,993, this shows that the commitmen has a positive effect on customer loyality, t count > t tabel is 3,468 > 1,993, this show that the communicationt has a positive effect on customer loyality. t count > t table is 2.669> 1.993, then the bond has a positive effect on customer loyalty , t count> t table is 2.691> 1.993, the satisfaction has a positive effect on customer loyalty . The results of the study showed that the test F 25.155 F count> F table 2.33 and the significance of the F values were less than 0.05 (0.000 <0.05) the trust, commitment, communication, bonding and satisfaction simultaneously influence on customer loyalty.

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

Relationship Marketing and Customer Satisfaction: A Conceptual Perspective

This article examined the existing body of literature on transaction and relationship marketing. The specific objectives were to develop a conceptual framework to establish the relationship between relationship marketing and customer satisfaction and to examine the components of relationship marketing on the present ever dynamic world of business. The study identified relationship marketing variables and their impact on customer satisfaction. The framework aimed to provide insights into the studies on relationship marketing factors such as trust, commitment, communication, and service quality influence on customer satisfaction. The model provided a basis for empirical studies on the factors of relationship marketing and outcomes of customer satisfaction in developing nations. The study recommends that relationship marketing dimensions such as building customer’s trust, commitment to customers, communication, and service quality should be properly managed and maintained by service providers in Nigeria. This helps in building customer satisfaction and in the long-run customer loyalty.

Long‐Term Oriented Marketing Relationships and Ethical Conduct in Outsourcing Sector

ABSTRACTThe study evaluates the positive effect of long‐term oriented marketing relationship on ethical conduct from the perspective of the service provider (i.e., the agent‐firm), by integrating the relevant literature from relationship marketing, ethics, and long‐term orientation domains. The paper proposes that service providers that build relationship quality with their clients will display increased ethical conduct toward them. Specifically, the study examines the positive influence of the dimensions of relationship quality (that are relevant to the offshoring services context) that the service provider firm's employees undertake and their impact on ethical conduct. Overall, the results indicate that the commitment‐only full mediation model of relationship marketing variables on ethical conduct is a better representation than both direct‐effects model and other competing mediating models examined in this study. Fundamentally, it means that customer service officers should incorporate long‐term orientation and commitment in their principal–agent relationships that will provide the impetus for undertaking ethical behavior. The article concludes with a discussion and implications of the findings.

The Role of Friendship in Relationship Marketing, Investigated in the Retail Service Industries

This study examines the role of friendship in relationship marketing attributes. Specific friendship components are evaluated in terms of their contribution to relationship outcomes, customer loyalty, and customer commitment. We analyze the relationship between friendship and relationship marketing variables in two different service industries. For relationship development, different aspects of friendship are expected to serve as pivotal attributes. The positive effect of friendship on customer commitment and customer loyalty is examined. We also investigate the mediating role of friendship regarding other relationship marketing characteristics. Friendship is evaluated as both an antecedent and as a mediator in relationship marketing outcomes.

Pelaksanaan Relationship Marketing dan Corporate Social Responsibility Dalam Upaya Meningkatkan Loyalitas Pelanggan Indosat

Come at the global marketing requires companies to be more creative and be more observant in serving customers to achieve high sustainable business (sustainability), so it takes efforts beyond than just improve the quality and production of goods / services. Services and provision of value-added are the key words of modern marketing, and implementation of relationship marketing and corporate social responsibility will be influential in increasing customer loyalty. This study used a sample of 100 respondents Indosat customers. Analysis of the data used : test the quality of data, test of classical assumption, multiple linear regression analysis, and test of hypothesis with t test and coefficient of determination. Results with test of multiple linear regression showed relationship marketing variables into the biggest variables that affect customer loyalty, with the value of 0.677 and Corporate Social Responsibility variable has a value of 0.280. From the test results obtained by the adjusted coefficient of determination R2 of 72.3%. This suggests that 72,3% variation of customer loyalties explained by the model, while the rest 27,7% explained by variables outside the model.
 Keywords : Relationship Marketing, Corporate Social Responsibility, Customer loyalty.

Gender and Relationship Marketing in Nigerian Securities and Stock Brokerage Firms

This paper investigates the role of gender in relationship marketing and the relationship marketing variables thatare important in stock brokerage business. A sample of 103 clients of stock brokerage firms operating in LagosState, Nigeria was examined. The ANOVA result shows that females are better relationship officers while theregression result indicated that gender identity has a significant influence (p-value = 0.025, t = 2.274) on thesuccess of relationship marketing but it is not a sufficient variable to predict the success of relationshipmarketing strategy as the R-Square value is low (0.049). In addition, all the variables (trust, communication,commitment, support and cooperation) were found to be important. Therefore, it is recommended that stockbrokerage firms should consider females for relationship positions and should also put in place the facilities andinternal marketing programmes that are needed for its success.

Factors influencing adoption of relationship marketing practices for overall growth of firm: an ISM-based model validation

In the current era of intense competition and demanding customers, companies of all sorts are devoting time and resources toward establishing strong bonds with their suppliers, customers and target markets. In view of the difficulties that underpin our understanding of relationship marketing in consumer markets, this study attempts to investigate the adoption of relationship constructs which strengthen the relationship in a service market environment. The purpose of this research paper is to study the factors for adoption of relationship marketing which can improve firm performance and to establish relationship among them using interpretive structural modelling (ISM). Therefore, it is suggested that management should pay serious attention to all relationship marketing variables for better firm performance.