Managing the dimensions of relationship marketing in the food service industry

The present paper proposes a new instrument for measuring relationship marketing that is uniquely designed for the foodservice industry. In particular, the underlying dimensions of relationship marketing as perceived by customers are identified. The proposed 31-item instrument is empirically tested...

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Main Authors:	Firdaus Abdullah, Agnes Kanyan
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2013
Online Access:	http://journalarticle.ukm.my/6961/ http://journalarticle.ukm.my/6961/ http://journalarticle.ukm.my/6961/1/3630-8091-1-PB.pdf

id	ukm-6961
recordtype	eprints
spelling	ukm-69612016-12-14T06:42:42Z http://journalarticle.ukm.my/6961/ Managing the dimensions of relationship marketing in the food service industry Firdaus Abdullah, Agnes Kanyan, The present paper proposes a new instrument for measuring relationship marketing that is uniquely designed for the foodservice industry. In particular, the underlying dimensions of relationship marketing as perceived by customers are identified. The proposed 31-item instrument is empirically tested for unidimensionality, reliability and validity using both exploratory and confirmatory factor analyses. A factorial analysis suggests that relationship marketing is a multidimensional construct consisting of four key dimensions: trust, communication, empathy and commitment. A subsequent multiple regression analysis reveals that all of the dimensions are positively correlated with customer loyalty and trust is the most important dimension. Penerbit Universiti Kebangsaan Malaysia 2013 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/6961/1/3630-8091-1-PB.pdf Firdaus Abdullah, and Agnes Kanyan, (2013) Managing the dimensions of relationship marketing in the food service industry. Jurnal Pengurusan, 37 . pp. 91-103. ISSN 0127-2713 http://ejournal.ukm.my/pengurusan/index
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
language	English
description	The present paper proposes a new instrument for measuring relationship marketing that is uniquely designed for the foodservice industry. In particular, the underlying dimensions of relationship marketing as perceived by customers are identified. The proposed 31-item instrument is empirically tested for unidimensionality, reliability and validity using both exploratory and confirmatory factor analyses. A factorial analysis suggests that relationship marketing is a multidimensional construct consisting of four key dimensions: trust, communication, empathy and commitment. A subsequent multiple regression analysis reveals that all of the dimensions are positively correlated with customer loyalty and trust is the most important dimension.
format	Article
author	Firdaus Abdullah, Agnes Kanyan,
spellingShingle	Firdaus Abdullah, Agnes Kanyan, Managing the dimensions of relationship marketing in the food service industry
author_facet	Firdaus Abdullah, Agnes Kanyan,
author_sort	Firdaus Abdullah,
title	Managing the dimensions of relationship marketing in the food service industry
title_short	Managing the dimensions of relationship marketing in the food service industry
title_full	Managing the dimensions of relationship marketing in the food service industry
title_fullStr	Managing the dimensions of relationship marketing in the food service industry
title_full_unstemmed	Managing the dimensions of relationship marketing in the food service industry
title_sort	managing the dimensions of relationship marketing in the food service industry
publisher	Penerbit Universiti Kebangsaan Malaysia
publishDate	2013
url	http://journalarticle.ukm.my/6961/ http://journalarticle.ukm.my/6961/ http://journalarticle.ukm.my/6961/1/3630-8091-1-PB.pdf
first_indexed	2023-09-18T19:48:23Z
last_indexed	2023-09-18T19:48:23Z
_version_	1777406054140739584

Managing the dimensions of relationship marketing in the food service industry

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