The impact of relationship marketing tactics on customer loyalty in Malaysian telecommunication industry / Afif Haikal Hanifa
The purpose of this study is to identify on the impact of relationship marketing tactics on customer loyalty within Malaysian telecommunication industry where its competitive environment is very crucial. Companies in Malaysian telecommunication industry were executing variety of relationship marketi...
| Main Author: | |
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| Format: | Student Project |
| Language: | English |
| Published: |
Faculty of Business Management
2017
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| Online Access: | https://ir.uitm.edu.my/id/eprint/18351/ |
| _version_ | 1848804506683310080 |
|---|---|
| author | Hanifa, Afif Haikal |
| author_facet | Hanifa, Afif Haikal |
| author_sort | Hanifa, Afif Haikal |
| building | UiTM Institutional Repository |
| collection | Online Access |
| description | The purpose of this study is to identify on the impact of relationship marketing tactics on customer loyalty within Malaysian telecommunication industry where its competitive environment is very crucial. Companies in Malaysian telecommunication industry were executing variety of relationship marketing tactics in order to achieve high level of customer loyalty. Four relationship marketing tactics were adopted for this study which is service quality, price perception, brand image and value offers to be examined their impact on customer loyalty. The population for this study is customers of telecommunication service providers in Bandaraya Melaka. A total of 150 sets of questionnaires were distributed and only 120 were returned. Results from data analysis are based on SPSS version 20. Quantitative type of data was used for the purpose of the study. The finding from this research shows that there are significant and positive relationship between relationship marketing tactics and customer loyalty. The result shows that value offered has the strongest impact on customer loyalty. |
| first_indexed | 2025-11-14T21:56:14Z |
| format | Student Project |
| id | uitm-18351 |
| institution | Universiti Teknologi MARA |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T21:56:14Z |
| publishDate | 2017 |
| publisher | Faculty of Business Management |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uitm-183512019-04-19T02:17:30Z https://ir.uitm.edu.my/id/eprint/18351/ The impact of relationship marketing tactics on customer loyalty in Malaysian telecommunication industry / Afif Haikal Hanifa Hanifa, Afif Haikal The purpose of this study is to identify on the impact of relationship marketing tactics on customer loyalty within Malaysian telecommunication industry where its competitive environment is very crucial. Companies in Malaysian telecommunication industry were executing variety of relationship marketing tactics in order to achieve high level of customer loyalty. Four relationship marketing tactics were adopted for this study which is service quality, price perception, brand image and value offers to be examined their impact on customer loyalty. The population for this study is customers of telecommunication service providers in Bandaraya Melaka. A total of 150 sets of questionnaires were distributed and only 120 were returned. Results from data analysis are based on SPSS version 20. Quantitative type of data was used for the purpose of the study. The finding from this research shows that there are significant and positive relationship between relationship marketing tactics and customer loyalty. The result shows that value offered has the strongest impact on customer loyalty. Faculty of Business Management 2017 Student Project NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/18351/1/PPb_AFIF%20HAIKAL%20HANIFA%20BM%2017_5.pdf Hanifa, Afif Haikal (2017) The impact of relationship marketing tactics on customer loyalty in Malaysian telecommunication industry / Afif Haikal Hanifa. (2017) [Student Project] <http://terminalib.uitm.edu.my/18351.pdf> (Unpublished) |
| spellingShingle | Hanifa, Afif Haikal The impact of relationship marketing tactics on customer loyalty in Malaysian telecommunication industry / Afif Haikal Hanifa |
| title | The impact of relationship marketing tactics on customer loyalty in Malaysian telecommunication industry / Afif Haikal Hanifa |
| title_full | The impact of relationship marketing tactics on customer loyalty in Malaysian telecommunication industry / Afif Haikal Hanifa |
| title_fullStr | The impact of relationship marketing tactics on customer loyalty in Malaysian telecommunication industry / Afif Haikal Hanifa |
| title_full_unstemmed | The impact of relationship marketing tactics on customer loyalty in Malaysian telecommunication industry / Afif Haikal Hanifa |
| title_short | The impact of relationship marketing tactics on customer loyalty in Malaysian telecommunication industry / Afif Haikal Hanifa |
| title_sort | impact of relationship marketing tactics on customer loyalty in malaysian telecommunication industry / afif haikal hanifa |
| url | https://ir.uitm.edu.my/id/eprint/18351/ |