The role of relationship marketing to building loyalty on  bank customers

Zaid, Sudirman

doi:10.20525/ijrbs.v9i3.657

Cited by 2 publications

(2 citation statements)

References 11 publications

(16 reference statements)

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“…Consequently, businesses will benefit from maintaining the relationships with their customers by interacting with them, encouraging customer participation through surveys and offering incentives, which will increase customer retention and result in customer loyalty (Zaid 2020).…”

Section: Theoretical Framework and Hypotheses Testingmentioning

confidence: 99%

Investigating the antecedents and outcome of commitment in a business-to-consumer service environment

Roberts-Lombard

Nemadzhilili²,

Coelho³

et al. 2022

Acta commer.

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Orientation: Over the past two decades, a new school of thought has emerged that requires investigation into the multidimensional nature of commitment on loyalty.Research purpose: The study explores the extent to which the affective and calculative commitment of retail banking customers is influenced by selected antecedents, on the one hand, and its influence on loyalty on the other.Motivation for the study: Greater knowledge of the factors that influence the affective and calculative commitment of bank customers becomes important to enhance their loyalty in the competitive banking industry of South Africa.Research design, approach and method: The collection of data was secured from 400 retail bank customers through self-administered questionnaires and analysed using descriptive statistics and standard multiple regression.Main findings: Perceived value, customer orientation, and expertise have a significant and positive influence on affective commitment and calculative commitment. Furthermore, affective commitment has a positive and significant influence on calculative commitment, while both affective and calculative commitment have a positive and significant influence on customer loyalty.Practical/managerial implications: The study guides South African retail banks in developing an improved understanding of the importance of commitment (affective and calculative) as a precursor to loyalty in an emerging African market context. Moreover, it emphasises the importance of selected commitment stimuli that influence the future strengthening of the commitment-loyalty link.Contribution/value-add: Through the application of a relationship marketing and social exchange theoretical framework, selected commitment (affective and calculative) stimuli are investigated to uncover their influence on strengthening the commitment-loyalty link.

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Section: Theoretical Framework and Hypotheses Testingmentioning

confidence: 99%

Investigating the antecedents and outcome of commitment in a business-to-consumer service environment

Roberts-Lombard

Nemadzhilili²,

Coelho³

et al. 2022

Acta commer.

View full text Add to dashboard Cite

show abstract

“…Dengan diketahui nilai signifikasi untuk pengaruh Trust (X1) terhadap Loyalitas Pelanggan (Y) adalah sebesar sebesar 0,029 < 0,05 sehingga dapat disimpulkan bahwa H1 diterima, berarti terdapat pengaruh Trust (X1) terhadap loyalitas pelanggan. Hasil ini didukung oleh penelitian yang dilakukan oleh Husnain and Waheed (2015), Aldaihani and Noor (2019) dan Zaid (2020) yang menunjukkan bahwa trust berpengaruh signifikan terhadap loyalitas pelanggan.…”

Section: Pembahasan Pengaruh Trust Terhadap Loyalitas Pelangganunclassified

Pengaruh Relationship Marketing Terhadap Loyalitas Pelanggan IM3 OOREDOO (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Trunojoyo Madura)

Lailiyah

Chrismardani

2021

JKIM

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The research aims to determine relationship marketing which consists of trust, communication, competence commitment and cooperation to customer loyalty IM3 Ooredoo (Study on Students of the Faculty of Economics and Business, University of Trunojoyo Madura) from 2017 to 2020. Sampling in this study used purposive sampling and analyzed using multiple linear regression analysis. The results of this study indicate that relationship marketing which consists of trust, communication, competence, commitment and cooperation has a simultaneous effect on customer loyalty, and the variables trust, communication, competence, commitment and cooperation have a partially significant effect on customer loyalty.

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The role of relationship marketing to building loyalty on bank customers

Cited by 2 publications

References 11 publications

Investigating the antecedents and outcome of commitment in a business-to-consumer service environment

Investigating the antecedents and outcome of commitment in a business-to-consumer service environment

Pengaruh Relationship Marketing Terhadap Loyalitas Pelanggan IM3 OOREDOO (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Trunojoyo Madura)

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