Managing the dimensions of relationship marketing in the food service industry
The present paper proposes a new instrument for measuring relationship marketing that is uniquely designed for the foodservice industry. In particular, the underlying dimensions of relationship marketing as perceived by customers are identified. The proposed 31-item instrument is empirically tested...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2013
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| Online Access: | http://journalarticle.ukm.my/6961/ http://journalarticle.ukm.my/6961/1/3630-8091-1-PB.pdf |
| _version_ | 1848811327208816640 |
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| author | Firdaus Abdullah, Agnes Kanyan, |
| author_facet | Firdaus Abdullah, Agnes Kanyan, |
| author_sort | Firdaus Abdullah, |
| building | UKM Institutional Repository |
| collection | Online Access |
| description | The present paper proposes a new instrument for measuring relationship marketing that is uniquely designed for the
foodservice industry. In particular, the underlying dimensions of relationship marketing as perceived by customers are identified. The proposed 31-item instrument is empirically tested for unidimensionality, reliability and validity using both exploratory and confirmatory factor analyses. A factorial analysis suggests that relationship marketing is a multidimensional construct consisting of four key dimensions: trust, communication, empathy and commitment. A subsequent multiple regression analysis reveals that all of the dimensions are positively correlated with customer loyalty and trust is the most important dimension. |
| first_indexed | 2025-11-14T23:44:38Z |
| format | Article |
| id | oai:generic.eprints.org:6961 |
| institution | Universiti Kebangasaan Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T23:44:38Z |
| publishDate | 2013 |
| publisher | Penerbit Universiti Kebangsaan Malaysia |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | oai:generic.eprints.org:69612016-12-14T06:42:42Z http://journalarticle.ukm.my/6961/ Managing the dimensions of relationship marketing in the food service industry Firdaus Abdullah, Agnes Kanyan, The present paper proposes a new instrument for measuring relationship marketing that is uniquely designed for the foodservice industry. In particular, the underlying dimensions of relationship marketing as perceived by customers are identified. The proposed 31-item instrument is empirically tested for unidimensionality, reliability and validity using both exploratory and confirmatory factor analyses. A factorial analysis suggests that relationship marketing is a multidimensional construct consisting of four key dimensions: trust, communication, empathy and commitment. A subsequent multiple regression analysis reveals that all of the dimensions are positively correlated with customer loyalty and trust is the most important dimension. Penerbit Universiti Kebangsaan Malaysia 2013 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/6961/1/3630-8091-1-PB.pdf Firdaus Abdullah, and Agnes Kanyan, (2013) Managing the dimensions of relationship marketing in the food service industry. Jurnal Pengurusan, 37 . pp. 91-103. ISSN 0127-2713 http://ejournal.ukm.my/pengurusan/index |
| spellingShingle | Firdaus Abdullah, Agnes Kanyan, Managing the dimensions of relationship marketing in the food service industry |
| title | Managing the dimensions of relationship marketing in the food service industry |
| title_full | Managing the dimensions of relationship marketing in the food service industry |
| title_fullStr | Managing the dimensions of relationship marketing in the food service industry |
| title_full_unstemmed | Managing the dimensions of relationship marketing in the food service industry |
| title_short | Managing the dimensions of relationship marketing in the food service industry |
| title_sort | managing the dimensions of relationship marketing in the food service industry |
| url | http://journalarticle.ukm.my/6961/ http://journalarticle.ukm.my/6961/ http://journalarticle.ukm.my/6961/1/3630-8091-1-PB.pdf |