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The Effectiveness of Strategic Relationship Marketing: Exploring Relationship Quality towards Customer Loyalty

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  • Song Bee Lian
  • Liew Chee Yoong

Abstract

This study examines customer satisfaction, trust, control mutuality and communication as determinants of relationship quality and customer loyalty in relationship marketing. The study focuses on Malaysian telecommunication industry in the business-to-customer context. The structural equation modelling technique is used to empirically test the proposed hypotheses based on the sample size of 405 customers collected by a questionnaire survey. Trust had the greatest positive influence on relationship quality, followed by satisfaction. Subsequently, there was no significant effect of control mutuality and communication on relationship quality. Customer loyalty was significantly affected by relationship quality. The contribution of this paper is twofold. From a theoretical perspective, the social exchange theory is validated and it offers both a conceptual foundation and empirical-based evaluation of customer loyalty through the context of relationship quality. In the practical perspective, the findings proposed useful information to the telecommunication service providers in developing more effective relationship marketing strategies to build better relationship quality and customer loyalty.

Suggested Citation

  • Song Bee Lian & Liew Chee Yoong, 2017. "The Effectiveness of Strategic Relationship Marketing: Exploring Relationship Quality towards Customer Loyalty," International Business Research, Canadian Center of Science and Education, vol. 10(12), pages 159-166, December.
    • Handle: RePEc:ibn:ibrjnl:v:10:y:2017:i:12:p:159-166
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    References listed on IDEAS

    as
    1. R. Chumpitaz & N. Paparoidamis, 2007. "Service quality, relationship satisfaction, trust, commitment, and business-to-business loyalty," Post-Print hal-00199063, HAL.
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    Cited by:

    1. P K Chitra, 2018. "Relationship Marketing Practices in Retail Outlets in Selected Districts of Kerala," Shanlax International Journal of Economics, Shanlax Journals, vol. 7(1), pages 14-19, December.

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    More about this item

    Keywords

    relationship marketing; relationship quality; customer loyalty; control mutuality;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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