Top PDF An Empirical Study on Relationship Marketing and its Effect on Customer Satisfaction

An Empirical Study on Relationship Marketing and its Effect on Customer Satisfaction

An Empirical Study on Relationship Marketing and its Effect on Customer Satisfaction

Findings of this study suggest that if companies want to gain customers satisfaction, issues related to trust, communication, competence, commitment and cooperation mu[r]

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Analysis of Effect of Relationship Marketing and Reliance on Customer Satisfaction and Loyalty Credit Services Products in Rural Banks In Pekanbaru

Analysis of Effect of Relationship Marketing and Reliance on Customer Satisfaction and Loyalty Credit Services Products in Rural Banks In Pekanbaru

Rural Banks (BPR) is one type of financial institution that has a number of limitations compared to conventional banks in general. These limitations led to the bank's management needs to implement a more aggressive marketing strategy in order to win the competition in customer-nasbaah seize new and retain existing customers. Customer loyalty becomes a part of the strategy that should be done by the management in order to avoid switching RB (displacement) of the customer. Therefore, the loyalty of the customers is vital in creating and saving Relationship Marketing (RM). Thus, RM practitioners need to understand thoroughly what relationship drivers (factors affecting the relationship) that can create customer loyalty. According Irawan (2003: 38), amid the company's efforts to prevent customers switching to another company then you need to do is to constantly measure the level of customer satisfaction. It is also delivered by Kashmir (2008: 189) that one of the factors that lower the customer loyalty that can cause it to move to another bank is because the banks are not satisfactory services, such as long waiting times, data errors and so forth. Research Palilati (2007: 79) conclude that for bank customers, customer satisfaction factors are important aspects that affect the level of customer loyalty to the bank concerned. Meanwhile, in relation to the relational marketing, research of Hui-I (2012: 151) concluded that the factors of customer satisfaction makes the influence of the implementation of Customer Relationship Management becomes more apparent (significantly) in improving customer loyalty. Satisfaction itself in reality can not stand alone because it requires a number of antecedents that could affect it. One antesedennya is effective implementation of relational marketing. Kotler & Keller (2007: 189) states that relationship marketing is a form of attachment to the company with the customer in order to create customer loyalty. O'Brien (2002: 131) explains that the implementation of CRM enables companies provide an enjoyable experience and satisfaction at the same time at the same time. Further Mitchell (2005: 57) also states that the relationship marketing aims to make customers as friends who believe in the products / services sold by the company.
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The Effect of e-crm on Customer Satisfaction: An Empirical Study of Online Shopping

The Effect of e-crm on Customer Satisfaction: An Empirical Study of Online Shopping

Convenience refers to the extent to which a customer feels that the web site is simple, intuitive, and user friendly. Accessibility of information and simplicity of the transaction processes are important antecedents to the successful completion of transactions. Eastin (2002) studied four e-commerce activities (online shopping, banking, investing, and e-payment systems) and found that prior to adoption, perceived convenience and financial benefits predict adoption decision. Short response time, facilitates fast completion of a transaction, and minimizes customer effort are some important characteristics of a convenient website (Schaffer, 2000). Based upon the relationship between convenience and customer satisfaction toward online shopping, the following hypothesis can be stated for this study
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The Relationship of Customer Perceived Risk and Customer Satisfaction

The Relationship of Customer Perceived Risk and Customer Satisfaction

This article aims to address the relationship between customer’s Perceived Risk and customer’s satisfaction. In industries with high competition like the Airline industry, it is vital to know the customers’ needs, in order to satisfy, and to keep them loyal. Moreover, this article aims to present a strategy by deal with influence of relationship marketing, brand image, and service quality to decrease customer’s perceived risk and increase customer satisfaction. Hypotheses are tested on questionnaire data on 776 passengers of Iranian airlines in an International Airport. The data was then analyzed by Structural Equation Modeling. The results indicate that service quality, relationship marketing, and brand image are related with customer’s perceived risk. In addition, strong negative correlation has been found between the perceived risk and customer’s satisfaction. The results are limited to airline industry and data collected from one international airport. More examples of researches from other industries and gathering data from larger population will help generalization of suggested model. Managers need improvement of service quality, relationship marketing, and brand image in order to decreasing the customer’s perceived risk and increasing customer’s satisfaction in order to improve the firm’s profitability and performance. This study contributes to the knowledge by empirical study in customer’s perceived risk and customer’s satisfaction relationship. Moreover, proposing an applicable model to reduce perceived risk and increase the customer’s satisfaction will help scholars and practitioners.
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Service Quality, Customer Satisfaction and Customer Loyalty: An Empirical Study on Banks in India

Service Quality, Customer Satisfaction and Customer Loyalty: An Empirical Study on Banks in India

1. Introduction During the past decade or so the Indian banking sector has undergone major changes through the effect of liberalization, globalization along with the rapid technological development. It has created a dynamic and unstable environment. It is indispensable for Indian banks to shift their attention in delivering exceptional service quality for attracting new customers and retaining loyal customers. The link between service quality, customer satisfaction and loyalty has attracted the interest of many researchers. However results of those studies are somehow inconsistent. On one hand, there are studies that have revealed the direct impact of service quality on the loyalty of bank customers [6, 19, 20]. On the other hand, the majority of studies have found an indirect link between quality and customer loyalty [1]. Specifically, the aforementioned findings highlight the mediating effect of satisfaction on the relationship between quality and loyalty. Hence, the present study tries to characterize the critical link between service quality, customer satisfaction and customer loyalty in the Indian banking sector.
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The Relationship Marketing as a Determinant of Customer Satisfaction in Islamic Banking Services

The Relationship Marketing as a Determinant of Customer Satisfaction in Islamic Banking Services

Shamsudin, A. S., K, A. W., Hassan, M. G., & Nor Azmi, J. (2010). Preliminary Insights on the Effect of Islamic Work Ethic on Relationship Marketing and Customer Satisfaction. The Journal of Human Resource and Adult Learning, vol.6, Num.1. Stewart, D. (1996). Market-back Approach to the Design of Integrated Communications

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Relationship Marketing Practices and Customer Satisfaction in the Ghanaian Banking Sector

Relationship Marketing Practices and Customer Satisfaction in the Ghanaian Banking Sector

In recent times, Ghanaian banking environment has been keenly competitive and therefore requires the banks to be more adept in their strategic approach to meet the growing demands of customers. Effective management of customer relationships is believed to be key in the approach of wining and maintaining customers. The objective of the study is to examine the impact of relationship marketing practices on customer satisfaction in the Ghanaian banking sector. In order to achieve the objective of the study, data was collected using questionnaires from 250 customers of universal banks in Ghana. Reliability test and multiple regression analysis were carried out using Statistical Package for Social Sciences (SPSS). The main findings of the study show that relationship marketing practices have a significant effect on relationship quality and customer satisfaction. The study also reveals that relationship quality has a significant effect on customer satisfaction. The results disclose that trust, reciprocity, commitment, competence, shared value and communication were the key determinants of relationship quality. The findings also show that relationship quality, trust, competence, shared value and communication were important in determining and influencing customer satisfaction. The findings suggest that banks which desire to have a good quality relationship with customers should insist that their managers and staff act trustworthily, competently, show strong commitment to service, communicate efficiently and reliably, pay much attention to shared values, and improve reciprocal abilities of the employees. The findings also suggest that banks can create customer satisfaction by exhibiting trustworthy behaviour, communicating information to customers efficiently and accurately, delivering services competently, pay much attention to shared values, and improving overall customer relationship quality.
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Investigating the Effect of the Relationship Marketing Tactics on Customer s Loyalty

Investigating the Effect of the Relationship Marketing Tactics on Customer s Loyalty

The purpose of this research is applied, its nature is descriptive, and its methodology is survey. To analyze the data, SPSS 19 and LISREL 8/8 software are used. The target population was the State University of Ilam (because it includes people with different tastes who use different mobile operators), and has a population of over 4620 people. The sample size was determined using Krejcie- Morgan Table and was equal to 353, and using Cochran formula had a coefficient measurement error of .05 (confidence level of .95), the sample size was 355 people. To make sure that the results are more reliable, a sample of 400 was selected. The data collection was done by a questionnaire (five point Likert scale) which was distributed randomly among the population. The questionnaire was consisted of 35 items; 5 of which were to measure the service quality, 5 to measure the price perception, 5 to measure the brand perception, 5 to measure the value proposition, 5 to measure the customers’ trust, 5 to measure customer satisfaction, and 5 to measure customer loyalty. The face validity of the questionnaire was approved by experts (2 Associate Professors of Marketing Manager, 1 Assistant Professor of Business Administration).
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Determinants in Internal Customer Satisfaction  an Empirical study

Determinants in Internal Customer Satisfaction an Empirical study

The study findings are consistent with the prior studies made in internal marketing area. All the major four factors taken for the study have an impact on the overall employee satisfaction, only the degree of their relationship differs. In the past decade lot of research has been done to identify the relationship between internal marketing factors and their impact in internal as well as external service quality. Rafiq and Ahmed, Helman and Payne with their research concluded that internal marketing in all its forms is regonised as an an important activity in developing a customer focussed organisation (Steve & Kim, 2003).Internal marketing does makes a positive effect in enhancinmg customer satisfaction and subsequently customer loyalty and repeated purchase behavior.
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A review to understand relationship marketing and customer loyalty: effect factors

A review to understand relationship marketing and customer loyalty: effect factors

Our research is interesting in more ways than one and there is a managerial contribution. On the managerial level, when companies are preparing for a lasting relationship by loyal customers they should focus on customer satisfaction and trust. In addition, create an atmosphere that inspires customer trust and take into consideration the customer needs. This will allow the company to achieve these goals. Measuring customer loyalty in a relationship environment is very important for managers and researchers. Finally, it is trusted that this paper could provide some insights that will be useful for academics and practitioners to study existing research and to consider future research. However, for future research, we suggest making a difference in the impact of traditional and modern relationship marketing factors on customer loyalty.
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The Effect of Relationship Marketing towards Costumer Satisfaction and Customer Loyalty on Franchised Retails in East Java

The Effect of Relationship Marketing towards Costumer Satisfaction and Customer Loyalty on Franchised Retails in East Java

According to Wibowo (2006: 178), relationship marketing is defined as a process in which a company builds a long-term alliance with its customers or prospective customers, and work together to achieve the goals that have been set. The objectives are achieved by understanding the costumers’ needs, treating the customers as partners, ensuring that the employees meet the customers’ satisfaction and providing them products with good quality. Relationship marketing is an ongoing process that requires a company to establish a permanent communication. The communication will ensure that the objectives are achieved, and will integrate the process of relationship marketing into a strategy plan that allows the company to manage resources well and meet the customers’ needs in the future. The main goal of relationship marketing is to improve the customers’ satisfaction and turn them into loyal customers. Customer satisfaction is a full evaluation of purchase where the chosen alternative at least providesan equal outcome or even exceeds the customer’s expectation. Meanwhile, dissatisfaction appears when the result does not meet the customer’s expectation (Tjiptono, 2000: 107).
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An Empirical Study of Customer Satisfaction and Loyalty on Health Websites

An Empirical Study of Customer Satisfaction and Loyalty on Health Websites

Kotler [14] defined customer satisfaction as: “a person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance (or outcome) with his or her expectations”. Once a user is satisfied, he or she may perform repeated behaviors [15] . In order to maintain good development of health websites, it is necessary to achieve long-term customer satisfaction, that is to say, to form customer loyalty. Customer loyalty refers to the commitment held by customers that they are going to re-buy or re-patronize a product or service for which they have strong preference, and it is quiet difficult to switch to other replaceable ones [16] . In this study, customer satisfaction refers to an emotional reaction and subsequent holistic evaluation to those websites after using services provided by them, and customer loyalty is considered as cumulative preference for those websites, which can generate continuous or repeated usage behaviors. In general, customer satisfaction is regarded as the prerequisite for customer loyalty, and a satisfied customer tends to keep in touch with a business [17] . What’s more, Fang et al [18] also found that customer satisfaction has a direct and positive effect on loyalty, thereby the following hypothesis is proposed:
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A STUDY ON THE EFFECT OF ELECTRONIC CUSTOMER RELATIONSHIP MANAGEMENT (ECRM) ON CUSTOMER SATISFACTION OF E -COMMERCE WEBSITES

A STUDY ON THE EFFECT OF ELECTRONIC CUSTOMER RELATIONSHIP MANAGEMENT (ECRM) ON CUSTOMER SATISFACTION OF E -COMMERCE WEBSITES

E-CRM, or Electronic Customer Relationship Management, is an integrated CRM functions with the use of online environment to identify, attract and retain an organization’s customers. Electronic Customer Relationship Management (e-CRM) plays an important role in managing the activity of e-commerce websites. E-CRM options vary from advanced applications, such as database-driven product customization tools to simple ones, like a line of contact information on a web page. The interactive internet applications, particularly e-commerce websites, have modified the way of doing processes in all business. The internet platform offers firms new opportunities to boost customers’ services and to gain competitive advantage by providing customers’ requirements and needs through internet-based services Customer satisfaction is defined as a result of a cognitive and effective evaluation, where some comparison standard is compared to the actually perceived performance. If the perceived performance is below than expected, customers will be dissatisfied. Customer satisfaction has been recognized as a critical factor affecting long-term relationships between firms and consumers in e-commerce business environments like traditional. On the other hand, if the perceived performance exceeds expectations, customer will be satisfied. The aim of this paper is to identify the effect of electronic customer relationship management on customer satisfaction.
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An Empirical Investigation of Customer Relationship Management on Marketing Performance and Competitiveness

An Empirical Investigation of Customer Relationship Management on Marketing Performance and Competitiveness

The strategy development process defines the organization total objectives that have a dual focus on the organization business strategy and its customer strategy. The business strategy determines how to develop the organization customer strategy. The customer strategy is to determine the appropriate level of segmentation to identify key customer segments and building strategies to address them. The customer strategy will be examined in the fifth dimension (segmentation) of Handen CRM five dimensions. According to the value creation process, it is an interactive process between the value the customer receives from the company and the value the company receives from the customer. The multi-channel integration process clarify how organizations must provide an excellent customer experience within and across all the channels in which the company deals with customers to offer better customer relationships. The information management process, as an “engine” that drives CRM activities, is concerned with two main activities, the collection and collation of customer information from all points of customer contact and developing customer insight that help to improve the quality of the customer experience. The study in the following section will examine the first activity of collecting and collating customer data as the third dimension (Technology) of Handen (2000) work. This study classifies the above four processes mentioned in payne and frow CRM strategy and implementation model in the "strategy formulation stage" and then implement them in the "strategy implementation stage". Regarding the performance assessment process that focus on ensuring that the organization strategic CRM objectives are being delivered to a suitable level with the guidance of proper future improvement. This study classifies the performance assessment process in the "strategy evaluation stage".
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Analytical study on the role of relationship marketing and customer satisfaction on customer loyalty with special reference to  The private bank in prayagraj

Analytical study on the role of relationship marketing and customer satisfaction on customer loyalty with special reference to The private bank in prayagraj

Customer satisfaction is considered as an internal activity of organizations directed towards satisfying customer needs and promoting the quality of goods and services. (Maleki, 2008). The organization that cannot satisfy their customers cannot attain their objectives and also cannot sustain in the market for long run. Customer satisfaction is feeling that customer perceive that products attributes are according to the expectations. Customer satisfaction is an outcome which is the achievement of consumer pleasure. It is a perception whether the product or services offered provided an enjoyable level of consumer pleasure or not (Kazami, 2009). Market scenario related to banking industry is intensely competitive. To be on prime, banks are competing with their rival firms or other financial institutions, (Kayak and Kucukemiroglu, 1992; Hull, 2002). Banks offer near identical services, so they need to differentiate themselves on the basis of product pricing and service quality. (Stanfford, 1996). If bank is providing quality of services to its customers according to the changing tastes and preferences by anticipating and satisfying the needs of the end-users and expectations of the customers, (Howcrof et al., 2002). Customer satisfaction leads to higher growth of market share, overall profitability, lowering cost and improved productivity. (Gale, 1987; Parasuraman and Berry, 1991; Berry et al., 1985; Gravin, 1983; Kotler, 2003).
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Customer Perceptions of Online Banking Service Quality and Its Relationship With Customer Satisfaction and Loyalty

Customer Perceptions of Online Banking Service Quality and Its Relationship With Customer Satisfaction and Loyalty

In line with the purpose of the study, it was necessary to examine the relationship among customer perceptions of technology-based banking service quality and customer satisfaction and loyalty. Correlation analysis was conducted in order to establish the strength of the relationship. Spearman’s correlation coefficient (r) was used to analyse the bivariate relationship between the seven dimensions and satisfaction and loyalty. Table 2 summarises correlations between online banking service quality dimensions, satisfaction and loyalty. In assessing the size of the correlation coefficients, Cohen’s d-measure of effect sizes was used to measure the importance of an effect. The size of the effect, as suggested by Steyn (2000), is outlined follows: r = 0.10 to 0.29 (small effect), r = 0.30 to 0.49 (medium effect) and r • 0.50 (large effect). The correlations among the seven factors were significant, ranging from r=0.224 to r= 0.537 at p<0.01 level of significance, indicating that a positive linear inter-factor association exists. The lowest correlation was recorded between responsiveness and ease of use (r=0.233). The correlation ranged from weak to strong. In terms of the importance of the effect sizes, Cohen’s d-statistics showed effect sizes ranging from small to large effects among the dimensions.
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Effects of Customer Relationship Marketing on Bank Performance in Nigeria: An Empirical Approach

Effects of Customer Relationship Marketing on Bank Performance in Nigeria: An Empirical Approach

Banks generally today has become a chameleon in nature thereby changing from one service provision to the other, most time combining many services together relocating or establishing another branch so as to meet the needs of their customers and to show to the generality of public that their services are unique and better than the others. However, these services or branches established have not translated to customer satisfaction as customers’ experienced human traffic while trying to access these services. This has destabilized customers thereby forcing them to open more than one account across the banking industry in order to satisfy their financial need.
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The Effect Of Experiential Marketing On Customer Satisfaction At CGV Cinema In Palembang

The Effect Of Experiential Marketing On Customer Satisfaction At CGV Cinema In Palembang

To influence the emotions of the consumers, the marketing concept that can be used either by the approach Experiential Marketing is an ability of providers of goods and services within product offering emotional experience to touch the hearts and minds of consumers (Schmitt, 2011). At this stage of experiential marketing, customer saw manufacturer as someone who has an emotional value that is a view that emphasizes the relationship between producers and customers to stage unforgettable experiences receipt by the customer, because the customer is the center of all marketing efforts.
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The relationship marketing as a determinant of customer satisfaction in Islamic banking services management

The relationship marketing as a determinant of customer satisfaction in Islamic banking services management

Furthermore, service, to a customer, is sometimes more important than the physical product because customer service supplements the sales of physical products and creates a total value for the customer. To achieve success in the complex and competitive market of today, researchers have maintained and practitioners agree that customer satisfaction is the key of relationship marketing (Ndubisi & Chan, 2005). Thus, a number of key areas that need to be considered if the customer is to be served satisfactorily have been prescribed. One of these key areas to leverage fi rm customer relationship is to gain confi dential information about customers’ needs and serve them satisfactorily. Therefore, relationship marketing att empts to get the fi rm close to the customers in order to enable it to accurately and adequately diff erentiate and satisfy their needs. According to Ndubisi (2004) a study on relationship marketing is necessary as diff erent implications may be extracted that will assist marketing practitioners in designing eff ective customer management and customer satisfaction strategies. The outcome of this research holds signifi cant benefi ts for marketing researchers and practitioners interested in the subject of customer relationship management and customer satisfaction.
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Effect of customer loyalty program on customer satisfaction and its impact on customer loyalty

Effect of customer loyalty program on customer satisfaction and its impact on customer loyalty

Customer satisfaction has important role for business sustainability, especially the retail business. Customer satisfaction is able to support the customers to have positive impression on the product and service offered by a business organization. Positive attitude has important role in rebuying the product or service in the future (Dizfani, Mantralla, Yuzta and Ruiz, 2017). The satisfied customers will be formed to rebuy in the same shop despite the interesting offer from other shops. In general, a positive relationship between the customer satisfaction and the customer loyalty possibly becomes the main factor or the moderation. In some previous marketing study, it is confirmed that the customer satisfaction on their needs is one antecedent of loyalty either on the brand or the shop Dizfani et.al (2017).
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