CONSEQUENCES OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY
DOI:
https://doi.org/10.29121/granthaalayah.v5.i2.2017.1722Keywords:
Relationship Marketing, Customer Loyalty, Customer Expertise, Telecom SectorAbstract [English]
The objective of present study is to investigate the consequences of relationship marketing on customer loyalty. The study also investigates the moderating role of customer expertise between relationship marketing and customer loyalty. The data used in the present study was collected by using a self – administered questionnaire. Data were collected from telecom industry of Pakistan; more specifically data source is the telecom users in Multan. Sample size is 500 and these questionnaires were distributed to collect data among top universities located in Multan. Out of 400 received questionnaires 330 were selected for analysis. SPSS (version 20.0) was used for analysis and statistical tools like ANOVA, correlation analysis and multiple regressions were used. The result of the present study show that there exists a direct relation between relationship marketing and customer loyalty as well as customer expertise moderates the relationship.
Downloads
References
Abdullah, F., & Kanyan, A. (2013). Managing the Dimensions of Relationship Marketing in the Food Service Industry. Jurnal Pengurusan 37, 91-103 DOI: https://doi.org/10.17576/pengurusan-2013-37-09
Ahmed, F., Patterson, P. and Styles, C. (1999), “The determinants of successful relationships in international business”, Australasian Marketing Journal, Vol. 7 No. 1, pp. 5-21 DOI: https://doi.org/10.1016/S1441-3582(99)70197-7
Akhter, W., Abbasi, A. S., Ali, I., & Afzal, H. (2011). Factors affecting customer loyalty in Pakistan. African Journal of Business Management Vol. 5(4) , 1167-1174
Ali, J. F., Rehman, K. u., Yilmaz, A. K., & Afzal, N. S. (2010). Determinants of consumer retention in cellular industry of Pakistan. African Journal of Business Management Vol. 4(12) , 2402-2408
Ballantyne, D., Christopher, M. and Payne, A. (2003), “Relationship marketing: looking back, looking forward”, Marketing Theory, Vol. 3 No. 1, pp. 159-66 DOI: https://doi.org/10.1177/1470593103003001009
Berry, Leonard L (1983). ‘Relationship marketing’ in Emerging perspectives on services marketing, L. Berry, G L Shostack and G D Upah, eds.: American Marketing Association, Chicago, 25-28.
Bradford, K., Brown, S., Ganesan, S., Hunter, G., Onyemah, V., Palmatier, R., Rouzies, D., Spiro, R., Sujan, H. and Weitz, B. (2010), “The embedded sales forces: connecting buying and selling organizations”, Marketing Letter, Vol. 21, pp. 239-53. DOI: https://doi.org/10.1007/s11002-010-9106-1
Brodie, R.J., Coviello, N.E., Brookes, R.W. and Little, V. (1997),“Toward a paradigm shift? An examination of contemporary marketing practices”,Journal of Marketing Management, Vol. 13 No. 5, pp. 383-406. DOI: https://doi.org/10.1080/0267257X.1997.9964481
Bojeia, J., Radam, A., & Abu, M. L. (2012). the underlying dimensions of relationship marketing in the malaysian mobile service sector. 3rd international conference on business and economic research ( 3rd icber 2012 ) proceeding, (pp. 972-991). Indonesia.
Buttle, F., 2009. Customer Relationship Management: Concepts and Technologies. 2nd ed. Amsterdam: Elsevier
De Madariaga, J. G., & Valor, C. (2007). Stake-holders management system: empirical insights from relationship marketing and market orientation perspective. Journal of Business Ethics, 71(4), 425-439 DOI: https://doi.org/10.1007/s10551-006-9149-7
Dushyenthan, M. T. (2012). interactive marketing and its impact on customer satisfaction- The study of mobile communication service providers in Jaffan Sir-Lanka ( A Comparitive study of Dialog and Mobitel). Global Journal of Management and Business research , 56-66.
Egan, J. (2001). Relationship Marketing: Exploring Relational Strategies in Marketing, Pearson Education Limited, ISBN 0273-64612-5
Grönroos, Christian (1994), “From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing.”Management Decision 32 (2),4–20 DOI: https://doi.org/10.1108/00251749410054774
Claes, Fornell & Birger, Wernerfelt. (1987). Defensive marketing strategy by customer complaint management: A theoretical analysis.Journal of Marketing Research, 24, 337-346 DOI: https://doi.org/10.1177/002224378702400401
Cooper, M. L., Russell, M., & Frone, M. R. (1990). Work stress and alcohol effects: A test of stress-induced drinking. Journal of Health and Social Behavior, 31, 260-276. DOI: https://doi.org/10.2307/2136891
Curtis, A.(Year). Source-receiver seismic interferometry. SEG Technical Program Expanded Abstracts 2009. 3655-3659. DOI: https://doi.org/10.1190/1.3255626
Ganesan, S. and Hess, R. (1997) Dimensions and levels of trust: implications for commitment to a relationship. Marketing letters 8 (4), 439-448. DOI: https://doi.org/10.1023/A:1007955514781
Grönroos, Christian (1997), “Value-Driven Relational Marketing: From Products to Resources and Competencies.” Journal of Marketing Management 13 (4), 407–19. DOI: https://doi.org/10.1080/0267257X.1997.9964482
Gronroos, C. (2004). The relationship marketing process: Communication, interaction, dialogue, value. Journal of Business and Industrial Marketing, 19(2), 99–113 DOI: https://doi.org/10.1108/08858620410523981
Haghkhah, A., Hamid, A. B., Ebrahimpour, A., Roghanian, P., & Gheysari, H. (2013). Commitment and Customer Loyalty in Business-To-Business Context. European Journal of Business and Management, 156-165
Hau, L. N., & Ngo, L. V. (2012). Relationship marketing in Vietnam: an empirical study. Asia Pacific Journal of Marketing and Logistics , 224-235. (37)
Lee, M., & Cunningham, L. F. (2001). A cost/benefit approach to understanding service loyalty. Journal of Services Marketing, 15(2), 113–130 DOI: https://doi.org/10.1108/08876040110387917
Li, M. 2009. The Customer Value Strategy in the Competitiveness of Companies. International Journal of Business and Management, 4(2): 136-142 (49) DOI: https://doi.org/10.5539/ijbm.v4n2p136
O'Malle, L., & Tynan, C. (2000). Relationship marketing in consumer markets Rhetoric or reality? European Journal of Marketing Volume 4 No.7 , 797-815.
Mohr, C. D., Armeli, S., Tennen, H., Temple, M., Todd, M., Clark, J., & Carney, M. A. (2005). Moving beyond the keg party: A daily process study of college student drinking motivations. Psychology of Addictive Behaviors, 19, 392-403 DOI: https://doi.org/10.1037/0893-164X.19.4.392
Moorman, Christine, Gerald Zaltman, and Rohit Deshpandé (1992), “Relationships between Providers and Users of Market Research: The Dynamics of Trust within and Between Organizations.” Journal of Marketing Research 29 (August), 314–29 DOI: https://doi.org/10.1177/002224379202900303
Morgan, Robert M., and Shelby D. Hunt (1994), “The Commitment-Trust Theory of Relationship Marketing.” Journal of Marketing 58 (July), 20–38 DOI: https://doi.org/10.1177/002224299405800302
Murphy, B. and Wang, R. (2006),“An evaluation of stakeholder relationship marketing in China”, Asia Pacific Journal of Marketing and Logistics, Vol. 18 No. 1, pp. 7-18. DOI: https://doi.org/10.1108/13555850610641055
Ndubisi, N. O. (2007). Relationship Marketing and Customer loyalty. Marketing Intelligence & Planning , 98-106 DOI: https://doi.org/10.1108/02634500710722425
Ndubisi, N. O., Malhotra, N. K., Wah, C. K., 2009. Relationship marketing, customer satisfaction and loyalty: A theoretical and empirical analysis from an Asian perspective. Journal of International Consumer Marketing 21(1), 5-16 DOI: https://doi.org/10.1080/08961530802125134
Palmatier, R.W. (2008), “Interfirm relational drivers of customer value”, Journal of Marketing Vol. 72, pp. 76-89 DOI: https://doi.org/10.1509/jmkg.72.4.076
Peng, L.Y. and Q. Wang, 2006. Impact of relationship marketing tactics (RMTs) on switchers and Stayers in a competitive service industry. J. Marketing Manag., 22: 25 DOI: https://doi.org/10.1362/026725706776022263
Rowley, J., & Dawes, F. (1999). Customer loyalty- a relevant concept for Libraries? Library Management- Volume 20 , 345-351 DOI: https://doi.org/10.1108/01435129910280474
Reichheld, F., & Detrick, C. (2003). Loyalty: A prescription for cutting costs. Marketing Management, 12(5), 24–25
Sabir, R. I., Irfan, M., Irfan, M., Sarwar, B., & Sarwar, B. (2013). The Impact of Service Quality, Customer Satisfaction and Loyalty Programs on Customer’s Loyalty: An Evidence from Telecommunication Sector. Journal of Asian Business Strategy , 306-314
Sin, L., Tse, A., Yau, O., Lee, J. and Chow, R. (2002), “The effect of relationship marketing orientation on business performance in a service-oriented economy”, Journal of Services Marketing, Vol. 16 No. 7, pp. 656-76 DOI: https://doi.org/10.1108/08876040210447360
Sharma, N. and Patterson, P. (2000), “Switching costs, alternative attractiveness and experience as moderators of relationship commitment in professional, consumer services”,International Journal of Service Industry Management, Vol. 11 No. 5, pp. 470-90. DOI: https://doi.org/10.1108/09564230010360182
Sheith, Jagdish N., and Atul Parvatiyar (1999), the domain and conceptual foundations of relationship marketing. Thousands Oaks, Calif.: Sage Publications, Inc
Sorce, P. (2002), Relationship Marketing Strategy, Printing Industry Center, Rochester Institute of Technology, Rochester, NY
Terawatanavong, C. and Quazi, A. (2006), “Conceptualising the link between national cultural dimensions and B2B relationships”, Asia Pacific Journal of Marketing and Logistics, Vol. 18 No. 3, pp. 173-83 DOI: https://doi.org/10.1108/13555850610675643
Valdecantos, C. (2009), Online available at http://consultantvalueadded.com/2009/01/12/emergin gmarkets-telecom-market-review pakistan-2008/
Vargo, S.L. (2009), “Toward a transcending conceptualization of relationship: a service-dominant logic perspective”, Journal of Business & Industrial Marketing, Vol. 24 Nos 5/6, pp. 373-9. DOI: https://doi.org/10.1108/08858620910966255
Velnampy, T., & Sivesan, S. (2012). Impact of customer relationship marketing on customer value creation in mobile service providers – a Sri Lankan experience. Herald Journal of Marketing and Business Management Vol. 1 (1) , pp. 016 – 021
Veloutsou, C., Saren, M. and Tzokas, N. (2002), “Relationship marketing: what if?”European Journal of Marketing, Vol. 36 No. 4, pp. 433-49 DOI: https://doi.org/10.1108/03090560210417255
Volkov, M. (2004). Successful Relationship Marketing: Understanding the Importance of Complaints in a Consumer-Oriented Paradigm. Problems and Perspectives in Management , 113-123.
Webb, D., Webster, C. and Krepapa, A. (2011), An exploration of the meaning and outcomes of a customer-denied market orientationº, Journal of Business Research, Vol. 48, pp. 101-12
Wilkinson, I. and Louise Young, L. (2002), “On cooperating: firms, relations and networks”, Journal of Business Research, Vol. 55 No. 2, pp. 123-32 DOI: https://doi.org/10.1016/S0148-2963(00)00147-8
Yohai V. J. (1987), "High Breakdown Point and High Efficiency Robust Estimates for Regression," Annals of Statistics, 15, 642–656. DOI: https://doi.org/10.1214/aos/1176350366
Downloads
Published
How to Cite
Issue
Section
License
With the licence CC-BY, authors retain the copyright, allowing anyone to download, reuse, re-print, modify, distribute, and/or copy their contribution. The work must be properly attributed to its author.
It is not necessary to ask for further permission from the author or journal board.
This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge.
