The impact of relationship marketing tactics on customer loyalty in Malaysian telecommunication industry / Afif Haikal Hanifa

The purpose of this study is to identify on the impact of relationship marketing tactics on customer loyalty within Malaysian telecommunication industry where its competitive environment is very crucial. Companies in Malaysian telecommunication industry were executing variety of relationship marketi...

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Main Author:	Hanifa, Afif Haikal
Format:	Student Project
Language:	English
Published:	Faculty of Business Management 2017
Online Access:	http://ir.uitm.edu.my/id/eprint/18351/ http://ir.uitm.edu.my/id/eprint/18351/1/PPb_AFIF%20HAIKAL%20HANIFA%20BM%2017_5.pdf

id	uitm-18351
recordtype	eprints
spelling	uitm-183512019-04-19T02:17:30Z http://ir.uitm.edu.my/id/eprint/18351/ The impact of relationship marketing tactics on customer loyalty in Malaysian telecommunication industry / Afif Haikal Hanifa Hanifa, Afif Haikal The purpose of this study is to identify on the impact of relationship marketing tactics on customer loyalty within Malaysian telecommunication industry where its competitive environment is very crucial. Companies in Malaysian telecommunication industry were executing variety of relationship marketing tactics in order to achieve high level of customer loyalty. Four relationship marketing tactics were adopted for this study which is service quality, price perception, brand image and value offers to be examined their impact on customer loyalty. The population for this study is customers of telecommunication service providers in Bandaraya Melaka. A total of 150 sets of questionnaires were distributed and only 120 were returned. Results from data analysis are based on SPSS version 20. Quantitative type of data was used for the purpose of the study. The finding from this research shows that there are significant and positive relationship between relationship marketing tactics and customer loyalty. The result shows that value offered has the strongest impact on customer loyalty. Faculty of Business Management 2017 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/18351/1/PPb_AFIF%20HAIKAL%20HANIFA%20BM%2017_5.pdf Hanifa, Afif Haikal (2017) The impact of relationship marketing tactics on customer loyalty in Malaysian telecommunication industry / Afif Haikal Hanifa. [Student Project] (Unpublished)
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
description	The purpose of this study is to identify on the impact of relationship marketing tactics on customer loyalty within Malaysian telecommunication industry where its competitive environment is very crucial. Companies in Malaysian telecommunication industry were executing variety of relationship marketing tactics in order to achieve high level of customer loyalty. Four relationship marketing tactics were adopted for this study which is service quality, price perception, brand image and value offers to be examined their impact on customer loyalty. The population for this study is customers of telecommunication service providers in Bandaraya Melaka. A total of 150 sets of questionnaires were distributed and only 120 were returned. Results from data analysis are based on SPSS version 20. Quantitative type of data was used for the purpose of the study. The finding from this research shows that there are significant and positive relationship between relationship marketing tactics and customer loyalty. The result shows that value offered has the strongest impact on customer loyalty.
format	Student Project
author	Hanifa, Afif Haikal
spellingShingle	Hanifa, Afif Haikal The impact of relationship marketing tactics on customer loyalty in Malaysian telecommunication industry / Afif Haikal Hanifa
author_facet	Hanifa, Afif Haikal
author_sort	Hanifa, Afif Haikal
title	The impact of relationship marketing tactics on customer loyalty in Malaysian telecommunication industry / Afif Haikal Hanifa
title_short	The impact of relationship marketing tactics on customer loyalty in Malaysian telecommunication industry / Afif Haikal Hanifa
title_full	The impact of relationship marketing tactics on customer loyalty in Malaysian telecommunication industry / Afif Haikal Hanifa
title_fullStr	The impact of relationship marketing tactics on customer loyalty in Malaysian telecommunication industry / Afif Haikal Hanifa
title_full_unstemmed	The impact of relationship marketing tactics on customer loyalty in Malaysian telecommunication industry / Afif Haikal Hanifa
title_sort	impact of relationship marketing tactics on customer loyalty in malaysian telecommunication industry / afif haikal hanifa
publisher	Faculty of Business Management
publishDate	2017
url	http://ir.uitm.edu.my/id/eprint/18351/ http://ir.uitm.edu.my/id/eprint/18351/1/PPb_AFIF%20HAIKAL%20HANIFA%20BM%2017_5.pdf
first_indexed	2023-09-18T23:00:19Z
last_indexed	2023-09-18T23:00:19Z
_version_	1777418129785225216

The impact of relationship marketing tactics on customer loyalty in Malaysian telecommunication industry / Afif Haikal Hanifa

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