The effect of relationship marketing on customer loyalty towards fast food restaurants (a study of generation Y) / Ahmad Zulfa Mohd Kamil and Muhammad Afif Mahabob

Intense competition in the business environment forces firms to look for the best approach to attract and create loyal customers. Relationship marketing is a strategy used by many firms to maintain long-term relationship with customers. Good implementation of relationship marketing strategies wil...

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Bibliographic Details
Main Authors:	Mohd Kamil, Ahmad Zulfa, Mahabob, Muhammad Afif
Format:	Student Project
Language:	English
Published:	Faculty of Business Management 2016
Subjects:	Business societies Marketing
Online Access:	http://ir.uitm.edu.my/id/eprint/14642/ http://ir.uitm.edu.my/id/eprint/14642/1/PPb_AHMAD%20ZULFA%20MOHD%20KAMIL%20BM%2016_5.pdf

id	uitm-14642
recordtype	eprints
spelling	uitm-146422016-09-08T01:40:36Z http://ir.uitm.edu.my/id/eprint/14642/ The effect of relationship marketing on customer loyalty towards fast food restaurants (a study of generation Y) / Ahmad Zulfa Mohd Kamil and Muhammad Afif Mahabob Mohd Kamil, Ahmad Zulfa Mahabob, Muhammad Afif Business societies Marketing Intense competition in the business environment forces firms to look for the best approach to attract and create loyal customers. Relationship marketing is a strategy used by many firms to maintain long-term relationship with customers. Good implementation of relationship marketing strategies will result in quality relationship built between customers and firms. This study attempts to investigate the relationship between relationship marketing dimensions and loyalty towards fast food restaurants among Generation Y. Four key dimensions of relationship marketing are considered in this study which are trust, communication, commitment and empathy. The study was conducted in Bandaraya Melaka with a sample of 150 respondents. Sampling method used in this study is convenience sampling. The data was analysed using correlation coefficient and regression by using SPSS software. The findings reveal that are positive relationship between these relationship marketing dimensions and customer loyalty. However, the result shows that only commitment has significant impact on customer loyalty. Faculty of Business Management 2016 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/14642/1/PPb_AHMAD%20ZULFA%20MOHD%20KAMIL%20BM%2016_5.pdf Mohd Kamil, Ahmad Zulfa and Mahabob, Muhammad Afif (2016) The effect of relationship marketing on customer loyalty towards fast food restaurants (a study of generation Y) / Ahmad Zulfa Mohd Kamil and Muhammad Afif Mahabob. [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	Business societies Marketing
spellingShingle	Business societies Marketing Mohd Kamil, Ahmad Zulfa Mahabob, Muhammad Afif The effect of relationship marketing on customer loyalty towards fast food restaurants (a study of generation Y) / Ahmad Zulfa Mohd Kamil and Muhammad Afif Mahabob
description	Intense competition in the business environment forces firms to look for the best approach to attract and create loyal customers. Relationship marketing is a strategy used by many firms to maintain long-term relationship with customers. Good implementation of relationship marketing strategies will result in quality relationship built between customers and firms. This study attempts to investigate the relationship between relationship marketing dimensions and loyalty towards fast food restaurants among Generation Y. Four key dimensions of relationship marketing are considered in this study which are trust, communication, commitment and empathy. The study was conducted in Bandaraya Melaka with a sample of 150 respondents. Sampling method used in this study is convenience sampling. The data was analysed using correlation coefficient and regression by using SPSS software. The findings reveal that are positive relationship between these relationship marketing dimensions and customer loyalty. However, the result shows that only commitment has significant impact on customer loyalty.
format	Student Project
author	Mohd Kamil, Ahmad Zulfa Mahabob, Muhammad Afif
author_facet	Mohd Kamil, Ahmad Zulfa Mahabob, Muhammad Afif
author_sort	Mohd Kamil, Ahmad Zulfa
title	The effect of relationship marketing on customer loyalty towards fast food restaurants (a study of generation Y) / Ahmad Zulfa Mohd Kamil and Muhammad Afif Mahabob
title_short	The effect of relationship marketing on customer loyalty towards fast food restaurants (a study of generation Y) / Ahmad Zulfa Mohd Kamil and Muhammad Afif Mahabob
title_full	The effect of relationship marketing on customer loyalty towards fast food restaurants (a study of generation Y) / Ahmad Zulfa Mohd Kamil and Muhammad Afif Mahabob
title_fullStr	The effect of relationship marketing on customer loyalty towards fast food restaurants (a study of generation Y) / Ahmad Zulfa Mohd Kamil and Muhammad Afif Mahabob
title_full_unstemmed	The effect of relationship marketing on customer loyalty towards fast food restaurants (a study of generation Y) / Ahmad Zulfa Mohd Kamil and Muhammad Afif Mahabob
title_sort	effect of relationship marketing on customer loyalty towards fast food restaurants (a study of generation y) / ahmad zulfa mohd kamil and muhammad afif mahabob
publisher	Faculty of Business Management
publishDate	2016
url	http://ir.uitm.edu.my/id/eprint/14642/ http://ir.uitm.edu.my/id/eprint/14642/1/PPb_AHMAD%20ZULFA%20MOHD%20KAMIL%20BM%2016_5.pdf
first_indexed	2023-09-18T22:52:05Z
last_indexed	2023-09-18T22:52:05Z
_version_	1777417611796021248

The effect of relationship marketing on customer loyalty towards fast food restaurants (a study of generation Y) / Ahmad Zulfa Mohd Kamil and Muhammad Afif Mahabob

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