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Relationship marketing and customer loyalty
Instructor: Dr. Pi-Ying Teresa HsuPresenter: Han-Ming Jeffrey Chen
Date: Oct. 22, 2009
Ndubisi, N. O. (2007). Relationship marketing and customer loyalty. Marketing Intelligence & Planning, 25 (1), 98-106.
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Contents
3
Reflection
Introduction
Literature Review
Methodology
Result & Conclusion
Introduction
More and more firms are capitalising on strong firm-customer relationship to gain invaluable information on how best to serve customers and keep them from defecting to competing brands.
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Introduction
Customer relationship building creates mutual rewards which benefit both the firms and the customers.
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Purpose
- To examine the impact of relationship marketing strategy on customer loyalty
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Research Framework
Trust
Customer Loyalty
Commitment
Communication
Conflict Handling7
Relationship Marketing
The relationship marketing concept emerged within the field of service marketing and industrial marketing.
(Christopher et al., 1991; Gummesson, 1991; Lindgreen et al.,2004)
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The “underpinnings” of relationship marketing
CommunicationCommitment
Conflict handling
Relationship marketing
Trust
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Trust
“. . . a willingness to rely on an exchange partner in whom one has confidence.”
(Moorman et al., 1993)
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Commitment
A useful construct for measuring the likelihood of customer loyalty and predicting future purchase frequency.
(Gundlach et al., 1995;Morgan & Hunt,1994)
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Communication
An interactive dialogue between the company and its customers, which takes place during the pre-selling, selling, consuming and post-consuming stages
(Anderson & Narus, 1990)
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Conflict handling
A supplier’s ability to avoid potential conflicts, solve manifest conflicts before they create problems, and discuss solutions openly when problems do arise.
(Dwyer et al., 1987)
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Methodology
Participants 220 bank customers
Place in Kota Kinabalu, Malaysia
Period ?
Sampling Quasi-random sampling
Instrument Questionnaire
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Questionnaire
Dimensions SourcesTrust
Commitment
Communication
Conflict Handling
(Churchill & Surprenant, 1982)
Customer Loyalty
(Morgan & Hunt, 1994)
(Bloemer et al, 1999)
the 5-point Likert Scale
Strongly disagree Strongly agree
1 2 3 4 5
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Results
Gender Male : Female = 42% : 58%
Age 27% of all respondents were over 40 years age .
Education 43% of all respondents were graduate .
Years 42% : 11 years or more 39% : between 6 and10 years 19% : 5 years or less
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Reliability estimates
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Relationship between RM underpinnings and customer loyalty
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p-value < .05
Conclusion
Malaysian bank customers tend to be loyal if the bank is: trustworthy; committed to service; reliable and efficient in communicating to customers; able to handle conflicts well.
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Reflection
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Long-term relationship between the service providers and accepters
Relationship Marketing
Thank you for your attention!