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You searched Library Catalogue - Author: Mui, Hui Theng
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Call Number (WOU)
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SP CEMBA 2013 36
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Author
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Jasbeer Kaur Dhillon a/p Teja Singh
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Title
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The impact of relationship marketing on customer loyalty in bank X in Ipoh, Perak / Jasbeer Kaur Dhillon a/p Teja Singh
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Abstract
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This study was conducted to investigate the impact brought about by the selected relationship marketing practices on customer loyalty at Bank X in Ipoh. Five relationship marketing practices are used as a basis for this study to gauge the impact and importance of each of the practices on customer loyalty. Six research questions were formulated and data was collected accordingly. The results obtained showed the impact of all the five relationship marketing practices as rated by the customers of Bank X. All the selected relationship marketing practices have an impact on customer loyalty at Bank X and were positively related to customer loyalty. These practices were also ranked by the customers in terms of importance to the customers and results found that trust was the highest rated followed by commitment, perceived value, conflict resolution and communication. All feedback received provide a basis to improve relationship marketing practices at Bank X in Ipoh.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2013
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Physical Description
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95 p.; 30 cm.
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Subject
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Wawasan Open University -- Dissertations
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Subject
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Customer relations
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Subject
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Consumer behavior
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