Relationship Marketing, Customer Satisfaction and Loyalty: A Theoretical and Empirical Analysis From an Asian Perspective

Nelson Oly Ndubisi · Naresh K. Malhotra · Chan Kok Wah

111 citations0/0 files storedJournal of International Consumer Marketing

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Customer churn and segmentation

Abstract

The purpose of this article is to theoretically and empirically analyze relationship marketing (RM), customer satisfaction, and customer loyalty from an Asian perspective. A field survey of bank customers in Malaysia was conducted using a questionnaire. The data were factor-analyzed to determine the key dimensions of RM. The resulting dimensions were applied in the subsequent hierarchical multiple regression analysis conducted to determine the relationship between the relationship marketing dimensions (competence, communication and conflict handling), customer satisfaction, and customer loyalty.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1979A Paradigm for Developing Better Measures of Marketing Constructs 1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 1970Exit, Voice and Loyalty: Responses to Decline in Firms, Organizations, and States.1987Developing Buyer-Seller Relationships 1999Whence Consumer Loyalty?1994Marketing Research: An Applied Orientation 1990A Model of Distributor Firm and Manufacturer Firm Working Partnerships

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