Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani

Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani

Relationship marketing is a good strategy to be used by many firms to maintain a long-term relationship with customers in today’s business environment which is very competitive and challenging. Relationship marketing also can help the marketers to make effective decisions to enhance customer loyalty...

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Bibliographic Details
Main Author: Mat Jani, Imnie Farahainie
Format: Student Project
Language:English
Published: Faculty of Business and Management 2017
Subjects:
Marketing
Online Access:http://ir.uitm.edu.my/id/eprint/17248/
http://ir.uitm.edu.my/id/eprint/17248/1/PPb_IMNIE%20FARAHAINIE%20MAT%20JANI%20BM%2017_5.pdf
id uitm-17248
recordtype eprints
spelling uitm-172482019-04-16T07:55:39Z http://ir.uitm.edu.my/id/eprint/17248/ Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani Mat Jani, Imnie Farahainie Marketing Relationship marketing is a good strategy to be used by many firms to maintain a long-term relationship with customers in today’s business environment which is very competitive and challenging. Relationship marketing also can help the marketers to make effective decisions to enhance customer loyalty and create a quality relationship with customers. The main purpose of this study to determine the relationship between relationship marketing dimensions and customer loyalty towards budget hotels in Bandaraya Melaka. Four key dimensions of relationship marketing are considered in this study which are trust, commitment, communication and conflict handling. The study was conducted in Bandaraya Melaka with a sample of 120 respondents. Sampling method used in this study is convenience sampling. Frequencies, Mean, Reliability Analysis, Pearson Correlation Coefficient and Regression were analyzed using SPSS 21 program. The findings revealed that there are positive relationships between these relationship marketing dimensions and customer loyalty. The result shows that conflict handling has the most significant impact on customer loyalty. Faculty of Business and Management 2017 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/17248/1/PPb_IMNIE%20FARAHAINIE%20MAT%20JANI%20BM%2017_5.pdf Mat Jani, Imnie Farahainie (2017) Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani. [Student Project] (Unpublished)
repository_type Digital Repository
institution_category Local University
institution Universiti Teknologi MARA
building UiTM Institutional Repository
collection Online Access
language English
topic Marketing
spellingShingle Marketing
Mat Jani, Imnie Farahainie
Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani
description Relationship marketing is a good strategy to be used by many firms to maintain a long-term relationship with customers in today’s business environment which is very competitive and challenging. Relationship marketing also can help the marketers to make effective decisions to enhance customer loyalty and create a quality relationship with customers. The main purpose of this study to determine the relationship between relationship marketing dimensions and customer loyalty towards budget hotels in Bandaraya Melaka. Four key dimensions of relationship marketing are considered in this study which are trust, commitment, communication and conflict handling. The study was conducted in Bandaraya Melaka with a sample of 120 respondents. Sampling method used in this study is convenience sampling. Frequencies, Mean, Reliability Analysis, Pearson Correlation Coefficient and Regression were analyzed using SPSS 21 program. The findings revealed that there are positive relationships between these relationship marketing dimensions and customer loyalty. The result shows that conflict handling has the most significant impact on customer loyalty.
format Student Project
author Mat Jani, Imnie Farahainie
author_facet Mat Jani, Imnie Farahainie
author_sort Mat Jani, Imnie Farahainie
title Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani
title_short Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani
title_full Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani
title_fullStr Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani
title_full_unstemmed Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani
title_sort effects of relationship marketing on customer loyalty: evidence from budget hotels in bandaraya melaka, malaysia / imnie farahainie mat jani
publisher Faculty of Business and Management
publishDate 2017
url http://ir.uitm.edu.my/id/eprint/17248/
http://ir.uitm.edu.my/id/eprint/17248/1/PPb_IMNIE%20FARAHAINIE%20MAT%20JANI%20BM%2017_5.pdf
first_indexed 2023-09-18T22:57:53Z
last_indexed 2023-09-18T22:57:53Z
_version_ 1777417976132141056

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