Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani
Relationship marketing is a good strategy to be used by many firms to maintain a long-term relationship with customers in today’s business environment which is very competitive and challenging. Relationship marketing also can help the marketers to make effective decisions to enhance customer loyalty...
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| Format: | Student Project |
| Language: | English |
| Published: |
Faculty of Business and Management
2017
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/17248/ |
| _version_ | 1848804221155016704 |
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| author | Mat Jani, Imnie Farahainie |
| author_facet | Mat Jani, Imnie Farahainie |
| author_sort | Mat Jani, Imnie Farahainie |
| building | UiTM Institutional Repository |
| collection | Online Access |
| description | Relationship marketing is a good strategy to be used by many firms to maintain a long-term relationship with customers in today’s business environment which is very competitive and challenging. Relationship marketing also can help the marketers to make effective decisions to enhance customer loyalty and create a quality relationship with customers. The main purpose of this study to determine the relationship between relationship marketing dimensions and customer loyalty towards budget hotels in Bandaraya Melaka. Four key dimensions of relationship marketing are considered in this study which are trust, commitment, communication and conflict handling. The study was conducted in Bandaraya Melaka with a sample of 120 respondents. Sampling method used in this study is convenience sampling. Frequencies, Mean, Reliability Analysis, Pearson Correlation Coefficient and Regression were analyzed using SPSS 21 program. The findings revealed that there are positive relationships between these relationship marketing dimensions and customer loyalty. The result shows that conflict handling has the most significant impact on customer loyalty. |
| first_indexed | 2025-11-14T21:51:41Z |
| format | Student Project |
| id | uitm-17248 |
| institution | Universiti Teknologi MARA |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T21:51:41Z |
| publishDate | 2017 |
| publisher | Faculty of Business and Management |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uitm-172482019-04-16T07:55:39Z https://ir.uitm.edu.my/id/eprint/17248/ Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani Mat Jani, Imnie Farahainie Marketing Relationship marketing is a good strategy to be used by many firms to maintain a long-term relationship with customers in today’s business environment which is very competitive and challenging. Relationship marketing also can help the marketers to make effective decisions to enhance customer loyalty and create a quality relationship with customers. The main purpose of this study to determine the relationship between relationship marketing dimensions and customer loyalty towards budget hotels in Bandaraya Melaka. Four key dimensions of relationship marketing are considered in this study which are trust, commitment, communication and conflict handling. The study was conducted in Bandaraya Melaka with a sample of 120 respondents. Sampling method used in this study is convenience sampling. Frequencies, Mean, Reliability Analysis, Pearson Correlation Coefficient and Regression were analyzed using SPSS 21 program. The findings revealed that there are positive relationships between these relationship marketing dimensions and customer loyalty. The result shows that conflict handling has the most significant impact on customer loyalty. Faculty of Business and Management 2017 Student Project NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/17248/1/PPb_IMNIE%20FARAHAINIE%20MAT%20JANI%20BM%2017_5.pdf Mat Jani, Imnie Farahainie (2017) Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani. (2017) [Student Project] <http://terminalib.uitm.edu.my/17248.pdf> (Unpublished) |
| spellingShingle | Marketing Mat Jani, Imnie Farahainie Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani |
| title | Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani |
| title_full | Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani |
| title_fullStr | Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani |
| title_full_unstemmed | Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani |
| title_short | Effects of relationship marketing on customer loyalty: evidence from budget hotels in Bandaraya Melaka, Malaysia / Imnie Farahainie Mat Jani |
| title_sort | effects of relationship marketing on customer loyalty: evidence from budget hotels in bandaraya melaka, malaysia / imnie farahainie mat jani |
| topic | Marketing |
| url | https://ir.uitm.edu.my/id/eprint/17248/ |