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Identifying the association between relationship marketing and customer loyalty at ABC Bank in Assumption University Campuses: A case study based on the Student's Point of View

by John, Jerry; Thongdee Kijboonchoo

Title:

Identifying the association between relationship marketing and customer loyalty at ABC Bank in Assumption University Campuses: A case study based on the Student's Point of View

Author(s):

John, Jerry
Thongdee Kijboonchoo

Issued date:

2015

Citation:

International Research E-Journal on Business and Economics 2, 1 (November 2015), 54-70

Abstract:

Relationship marketing is a marketing technique aimed at the development of long term customer relationships. This marketing technique is aimed at retaining existing customers rather than to attract newer customers. The main objective of this research study is to determine whether bonding, trust, commitment, communication, competence and conflict handling dimensions of relationship marketing have a significant relationship with customer satisfaction and customer loyalty variables among banking customers. The researcher identified the student customers of ABC Bank having an account at Hua Mak or Suvarnabhumi campuses of Assumption University Thailand as the target respondents. The study was carried out in 2015 on a convenience sample of 400 respondents. Reliability and internal consistency of the questionnaire were tested using Cronbach's Alpha. The hypotheses were tested using Pearson's correlation and the results showed that there is a significant positive relationship between all the six dimensions of relationship marketing on customer satisfaction. The researcher also found that there is a significant positive relationship between customer satisfaction and customer loyalty.

Subject(s):

International Research E-Journal on Business and Economics
International Research E-Journal on Business and Economics -- 2015

Keyword(s):

Relationship marketing
Customer satisfaction
Customer loyalty

Resource type:

Journal Article

Extent:

17 pages

File type:

application/pdf

Language:

eng

URI:

http://repository.au.edu/handle/6623004553/17837
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  • International Research E-Journal on Business and Economic : Volume 1 Issue 2 November 2015 [8]


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Copyright © Assumption University.
All Rights Reserved.

Contact Us

The St. Gabriel's Library   
Hua Mak Campus  
Ramkhamhaeng 24, Hua Mak  
Bangkok Thailand 10240  
Tel.: (662) 3004543-62 Ext. 3402  
Fax.: (662) 7191544  
E-Mail Library : library@au.edu  


The Cathedral of Learning Library
Suvarnabhumi Campus
Bang Na-Trad Km. 26 Bangsaothong
Samuthprakarn Thailand 10540
Tel.: (662) 7232024, 7232025
Fax.: (662) 7191544
E-Mail Library : library@au.edu
 

 

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