IMPACT OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY IN THE BANKING SECTOR

Mukhiddin Jumaev (), Prof. Dr. Dileep Kumar. M. () and Jalal R. M. Hanaysha ()
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Mukhiddin Jumaev: Research Scholar, Othman Yeop Graduate School of Business, University Utara Malaysia
Prof. Dr. Dileep Kumar. M.: Othman Yeop Graduate School of Business, University Utara Malaysia
Jalal R. M. Hanaysha: Research Scholar, Othman Yeop Graduate School of Business, University Utara Malaysia

Far East Journal of Psychology and Business, 2012, vol. 6 No 3 Paper 4 March, issue 4, 36-55

Abstract: The purpose of this study is to discuss the impact of customer loyalty in banking sector. The customer loyalty in banking has seen a major concern to practitioners due to severe competition and higher customer expectations. Further to that, one way to enhance customer loyalty in banking is by focusing on offering excellent services and meeting the needs of customer. Banks need to have a good understanding of their customer behaviour so that appropriate marketing strategies directed towards relationship building and customer retention can be developed. The objective of this study is to examine the causal relationships of several antecedents of customer loyalty in the context of retail banking in Northern Malaysia. Thus, it will review the marketing literature on the experience of customer loyalty ie., customer satisfaction, commitment, trust, perceived service quality and perceived value. Next, we present the research framework, methods, measures and findings and conclusion. Finally, the results were discussed in terms of its contribution to the upgrading of banking services and recommendations for future research.

Keywords: Customer satisfaction; customer commitment; customer loyalty; empathy; perceived conflict handling; perceived value; trust. (search for similar items in EconPapers)
JEL-codes: M1 (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (7)

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