Relationship Marketing Dimensions on Customer satisfaction and Customer Loyalty: A Review

Authors

  • Veena Kumari C.M. Research Scholar, Rayalaseema University, Kurnool

DOI:

https://doi.org/10.53555/nnbma.v3i9.49

Keywords:

Relationship marketing dimensions, trust, commitment, customer satisfaction, customer loyalty

Abstract

Relationship marketing is frequently employed by firms to improve their dealings with customers. A key challenge for researchers is to identify and understand how different variables influence important relationship outcomes such as customer loyalty and customer satisfaction. This study aims at analyzing the existing dimensions and also in finding out those variables which are considered to be more effective in creating customer loyalty and customer satisfaction.

References

Adewusi A.I.(2008) Marketing implications of Relationship Programmes, Journal of value creation 1 (2):38-52.

Anderson, J. and Narus, J. (1990) A model of distributor firm and manufacturer firm working partnerships. Journal of Marketing, 54, 1, pp. 42–58.

Bilal Afsar, Zia Ur Rehman, Jaweria Andleeb Qureshi and Asad Shahjehan (2010),“Determinants of Customer Loyalty in the Banking Sector: The case of Pakistan”, African Journal of Business Management, vol.4 (6), p.p. 1040-1047.

C. Rootman, M. Tait & G. Sharp (2011) “Relationship marketing and customer retention lessons for South African banks”. Southern African Business Review Volume 15 Number 3

David Bejou, Christine T. Ennew, Adrian Palmer (1998) Trust, ethics and relationship satisfaction. International Journal of Bank Marketing 16/4 170–175

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Published

30-09-2017

How to Cite

C.M. , V. K. . (2017). Relationship Marketing Dimensions on Customer satisfaction and Customer Loyalty: A Review. Journal of Advance Research in Business, Management and Accounting (ISSN: 2456-3544), 3(9), 01-08. https://doi.org/10.53555/nnbma.v3i9.49

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