Identifying and managing the dimensions of relationship marketing for the foodservice industry / Assoc. Prof. Dr. Firdaus Abdullah and Agnes Kanyan

As competition is becoming more intense, customers are increasingly demanding and price sensitive. Thus, building strong relationships with customers to gain competitive advantage and customer loyalty is crucial for survival and success in today's business environment. Although the relationship...

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Main Authors:	Abdullah, Firdaus, Agnes Kanyan
Format:	Research Reports
Language:	English
Published:	Research Management Institute (RMI) 2012
Online Access:	http://ir.uitm.edu.my/id/eprint/17266/ http://ir.uitm.edu.my/id/eprint/17266/1/LP_FIRDAUS%20ABDULLAH%20RMI%2012_5.pdf

id	uitm-17266
recordtype	eprints
spelling	uitm-172662019-03-04T04:11:28Z http://ir.uitm.edu.my/id/eprint/17266/ Identifying and managing the dimensions of relationship marketing for the foodservice industry / Assoc. Prof. Dr. Firdaus Abdullah and Agnes Kanyan Abdullah, Firdaus Agnes Kanyan As competition is becoming more intense, customers are increasingly demanding and price sensitive. Thus, building strong relationships with customers to gain competitive advantage and customer loyalty is crucial for survival and success in today's business environment. Although the relationship marketing discipline is relatively well researched, measuring instruments are limited and practically nonexistent in the foodservice industry. Therefore, this study proposes a new measuring instrument of relationship marketing which is uniquely designed for the foodservice industry. In particular, the underlying dimensions of relationship marketing as perceived by customers are identified and a framework for the enhancement of relationship marketing is developed. The study is expected to provide useful information to the foodservice industry in managing more effective relationship marketing programmes. The proposed 31 -item instrument has been empirically tested for unidimensionality, reliability and validity using both exploratory and confirmatory factor analysis. A factorial analysis suggests that relationship marketing is a multidimensional construct consisting of four key dimensions namely Communication, Trust, Empathy and Commitment. Communication emphasises the necessity to communicate in understanding manner, giving clear explanations and providing helpful advice. Trust refers to the ability to inspire confidence and to make reliable promises, whereas Empathy stresses the importance of exhibiting sympathy and reassurance, giving individual attention and understanding customer's specific needs. Lastly, Commitment describes the desire to provide excellent service and build long-term customer relationships. A subsequent multiple regression analysis reveals that the dimensions of relationship marketing were positively correlated with customer loyalty and Trust is found to be the most important dimension within the foodservice industry. Research Management Institute (RMI) 2012 Research Reports NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/17266/1/LP_FIRDAUS%20ABDULLAH%20RMI%2012_5.pdf Abdullah, Firdaus and Agnes Kanyan (2012) Identifying and managing the dimensions of relationship marketing for the foodservice industry / Assoc. Prof. Dr. Firdaus Abdullah and Agnes Kanyan. [Research Reports] (Unpublished)
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
description	As competition is becoming more intense, customers are increasingly demanding and price sensitive. Thus, building strong relationships with customers to gain competitive advantage and customer loyalty is crucial for survival and success in today's business environment. Although the relationship marketing discipline is relatively well researched, measuring instruments are limited and practically nonexistent in the foodservice industry. Therefore, this study proposes a new measuring instrument of relationship marketing which is uniquely designed for the foodservice industry. In particular, the underlying dimensions of relationship marketing as perceived by customers are identified and a framework for the enhancement of relationship marketing is developed. The study is expected to provide useful information to the foodservice industry in managing more effective relationship marketing programmes. The proposed 31 -item instrument has been empirically tested for unidimensionality, reliability and validity using both exploratory and confirmatory factor analysis. A factorial analysis suggests that relationship marketing is a multidimensional construct consisting of four key dimensions namely Communication, Trust, Empathy and Commitment. Communication emphasises the necessity to communicate in understanding manner, giving clear explanations and providing helpful advice. Trust refers to the ability to inspire confidence and to make reliable promises, whereas Empathy stresses the importance of exhibiting sympathy and reassurance, giving individual attention and understanding customer's specific needs. Lastly, Commitment describes the desire to provide excellent service and build long-term customer relationships. A subsequent multiple regression analysis reveals that the dimensions of relationship marketing were positively correlated with customer loyalty and Trust is found to be the most important dimension within the foodservice industry.
format	Research Reports
author	Abdullah, Firdaus Agnes Kanyan
spellingShingle	Abdullah, Firdaus Agnes Kanyan Identifying and managing the dimensions of relationship marketing for the foodservice industry / Assoc. Prof. Dr. Firdaus Abdullah and Agnes Kanyan
author_facet	Abdullah, Firdaus Agnes Kanyan
author_sort	Abdullah, Firdaus
title	Identifying and managing the dimensions of relationship marketing for the foodservice industry / Assoc. Prof. Dr. Firdaus Abdullah and Agnes Kanyan
title_short	Identifying and managing the dimensions of relationship marketing for the foodservice industry / Assoc. Prof. Dr. Firdaus Abdullah and Agnes Kanyan
title_full	Identifying and managing the dimensions of relationship marketing for the foodservice industry / Assoc. Prof. Dr. Firdaus Abdullah and Agnes Kanyan
title_fullStr	Identifying and managing the dimensions of relationship marketing for the foodservice industry / Assoc. Prof. Dr. Firdaus Abdullah and Agnes Kanyan
title_full_unstemmed	Identifying and managing the dimensions of relationship marketing for the foodservice industry / Assoc. Prof. Dr. Firdaus Abdullah and Agnes Kanyan
title_sort	identifying and managing the dimensions of relationship marketing for the foodservice industry / assoc. prof. dr. firdaus abdullah and agnes kanyan
publisher	Research Management Institute (RMI)
publishDate	2012
url	http://ir.uitm.edu.my/id/eprint/17266/ http://ir.uitm.edu.my/id/eprint/17266/1/LP_FIRDAUS%20ABDULLAH%20RMI%2012_5.pdf
first_indexed	2023-09-18T22:57:55Z
last_indexed	2023-09-18T22:57:55Z
_version_	1777417978570080256

Identifying and managing the dimensions of relationship marketing for the foodservice industry / Assoc. Prof. Dr. Firdaus Abdullah and Agnes Kanyan

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