Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani

Relationship marketing is a good strategy to be used by many firms to maintain a long-term relationship with customers in today’s business environment which is very competitive and challenging. Relationship marketing also can help the marketers to make effective decisions to enhance customer loyalty...

Full description

Bibliographic Details
Main Author:	Mat Jani, Imnie Farahainie
Format:	Student Project
Language:	English
Published:	Faculty of Business and Management 2017
Subjects:	Marketing
Online Access:	http://ir.uitm.edu.my/id/eprint/17248/ http://ir.uitm.edu.my/id/eprint/17248/1/PPb_IMNIE%20FARAHAINIE%20MAT%20JANI%20BM%2017_5.pdf

id	uitm-17248
recordtype	eprints
spelling	uitm-172482019-04-16T07:55:39Z http://ir.uitm.edu.my/id/eprint/17248/ Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani Mat Jani, Imnie Farahainie Marketing Relationship marketing is a good strategy to be used by many firms to maintain a long-term relationship with customers in today’s business environment which is very competitive and challenging. Relationship marketing also can help the marketers to make effective decisions to enhance customer loyalty and create a quality relationship with customers. The main purpose of this study to determine the relationship between relationship marketing dimensions and customer loyalty towards budget hotels in Bandaraya Melaka. Four key dimensions of relationship marketing are considered in this study which are trust, commitment, communication and conflict handling. The study was conducted in Bandaraya Melaka with a sample of 120 respondents. Sampling method used in this study is convenience sampling. Frequencies, Mean, Reliability Analysis, Pearson Correlation Coefficient and Regression were analyzed using SPSS 21 program. The findings revealed that there are positive relationships between these relationship marketing dimensions and customer loyalty. The result shows that conflict handling has the most significant impact on customer loyalty. Faculty of Business and Management 2017 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/17248/1/PPb_IMNIE%20FARAHAINIE%20MAT%20JANI%20BM%2017_5.pdf Mat Jani, Imnie Farahainie (2017) Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani. [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	Marketing
spellingShingle	Marketing Mat Jani, Imnie Farahainie Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani
description	Relationship marketing is a good strategy to be used by many firms to maintain a long-term relationship with customers in today’s business environment which is very competitive and challenging. Relationship marketing also can help the marketers to make effective decisions to enhance customer loyalty and create a quality relationship with customers. The main purpose of this study to determine the relationship between relationship marketing dimensions and customer loyalty towards budget hotels in Bandaraya Melaka. Four key dimensions of relationship marketing are considered in this study which are trust, commitment, communication and conflict handling. The study was conducted in Bandaraya Melaka with a sample of 120 respondents. Sampling method used in this study is convenience sampling. Frequencies, Mean, Reliability Analysis, Pearson Correlation Coefficient and Regression were analyzed using SPSS 21 program. The findings revealed that there are positive relationships between these relationship marketing dimensions and customer loyalty. The result shows that conflict handling has the most significant impact on customer loyalty.
format	Student Project
author	Mat Jani, Imnie Farahainie
author_facet	Mat Jani, Imnie Farahainie
author_sort	Mat Jani, Imnie Farahainie
title	Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani
title_short	Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani
title_full	Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani
title_fullStr	Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani
title_full_unstemmed	Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani
title_sort	effects of relationship marketing on customer loyalty: evidence from budget hotels in bandaraya melaka, malaysia / imnie farahainie mat jani
publisher	Faculty of Business and Management
publishDate	2017
url	http://ir.uitm.edu.my/id/eprint/17248/ http://ir.uitm.edu.my/id/eprint/17248/1/PPb_IMNIE%20FARAHAINIE%20MAT%20JANI%20BM%2017_5.pdf
first_indexed	2023-09-18T22:57:53Z
last_indexed	2023-09-18T22:57:53Z
_version_	1777417976132141056

Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani

Similar Items