Mediating Effect of Customer Satisfaction On Relationship Marketing and Customer Loyalty Among Commercial Banks Customers in Awka, Anambra State (Published)
The banking industry is one of the largest sectors dealing with individual customers directly. The success and profitability of a company is based on the number of customer base and their ability to maintain good relationship with their customers and satisfy them efficiently. Therefore, this study seeks to examine the mediating effect of customer satisfaction on relationship marketing and customer loyalty among commercial bank customers in Awka, Anambra state. Specifically, the study examined the effects of relationship marketing concepts (trust, commitment, communication and conflict handling on customer loyalty. Data was collected from 691 respondents and the hypotheses tested using macro process via SPSS version 17. The result showed that relationship marketing dimensions used in this study (trust, commitment, communication and conflict handling) has significant influence on customer loyalty. Furthermore, customers’ satisfaction has significant mediating influence on the relationship between the components of relationship marketing (trust, commitment, communication and conflict handling) and customer loyalty. It was therefore recommended that since customer satisfaction is a determinant of customer loyalty, via relationship marketing activities there is need for banks to satisfy their customers so as to encourage them to remain loyal to the bank through continuous patronage.
Citation: Omeje N U., and Olise M.C. (2022) Mediating Effect of Customer Satisfaction On Relationship Marketing and Customer Loyalty Among Commercial Banks Customers in Awka, Anambra State, British Journal of Marketing Studies, Vol. 10, Issue 5, pp.,28-40,
Keywords: Customer loyalty, Customers’ Satisfaction, Relationship Marketing
Mediating Effect of Customer Satisfaction on Relationship Marketing and Customer Loyalty among Commercial Banks Customers in Awka, Anambra State (Published)
The banking industry is one of the largest sectors dealing with individual customers directly. The success and profitability of a company is based on the number of customer base and their ability to maintain good relationship with their customers and satisfy them efficiently. Therefore, this study seeks to examine the mediating effect of customer satisfaction on relationship marketing and customer loyalty among commercial bank customers in Awka, Anambra state. Specifically, the study examined the effects of relationship marketing concepts (trust, commitment, communication and conflict handling on customer loyalty. Data was collected from 691 respondents and the hypotheses tested using macro process via SPSS version 17. The result showed that relationship marketing dimensions used in this study (trust, commitment, communication and conflict handling) has significant influence on customer loyalty. Furthermore, customers’ satisfaction has significant mediating influence on the relationship between the components of relationship marketing (trust, commitment, communication and conflict handling) and customer loyalty. It was therefore recommended that since customer satisfaction is a determinant of customer loyalty, via relationship marketing activities there is need for banks to satisfy their customers so as to encourage them to remain loyal to the bank through continuous patronage.
Keywords: Customer loyalty, Customers’ Satisfaction, Relationship Marketing
The Effect of Corporate Social Responsibility on Customers’ Satisfaction of Cellular Communications Companies: A Field Study from the Perspective of the Students of the University Of Jordan (Published)
The study aimed to investigate the effect of corporate social responsibility (CSR) on customers’ satisfaction for cellular communications Companies in Jordan. The study population included customers of telecom operators cellular in Jordan, they are: Zain, Umniah and Mobilcome. A convenience sample has been used which consisted of 600 customers, 404 questionnaires were returned, which represent (67.3.%) of the total sample. The study results indicated that there is a statistically significant effect at the level of (0.05) for the application of Jordanian cellular communications corporate to the dimensions of social responsibility (economic responsibility, legal responsibility, ethical responsibility, charity responsibility) on customers’ satisfaction. There is no statistically significant difference at the level (0.05) on customer’s satisfaction of Jordanian cellular communications corporate when applying the dimensions of social responsibility that are attributable to gender.
Keywords: Corporate Social Responsibility (CSR, Customers’ Satisfaction
Factors Affecting the Service Quality Standards at the International Airports When Viet Nam Integrates TPP: A Study at Tan Son Nhat Airport, Ho Chi Minh City, Vietnam. (Published)
The results this study was to identify and analyze the factors the service quality standards at the Tan Son Nhat International airport according to 39 criteria following the International Association of Aviation standards. Qualitative and quantitative research methods were combined to conduct 575 passengers with 39 observed variables (the International Association of Aviation standards) to determine the factors affecting the service quality standards at the Tan Son Nhat International airport. The study results showed that 05 factor group is influenced (1) Competence, (2) Responsiveness, (3) Access, (4) Tangibles, (5) Reliability. The objects of the findings are as follows: First, to identify the factors that affect the service quality standards at the Tan Son Nhat international airport; Second, to determine the prior order of the impact degree of factors on affecting the service quality standards at the Tan Son Nhat international airport; Third, to propose solutions for service quality at Tan Son Nhat international airport following international standards in the trend of international integration.
Keywords: Competitiveness, Customers’ Satisfaction, Service Quality, Vietnam Airlines
SERVICE QUALITY LEVEL AND THE PERCEPTION OF CUSTOMERS: A STUDY ON NIJHOOM TOURS – A 5* RATED TRAVEL AND TOURISM COMPANY IN BANGLADESH (Published)
The study investigates and measure the service quality level of Nijhoom – through SERVQUAL-model statements that means that we measure customer expectations and customer perceptions and make a comparison between different areas of service given by the organization. (Parasuraman et al, (1990), to do this Five-Point Likert Scale has been used to survey on tourists. The study actually reveals the state of service quality level and the customer perception on this service and whether the service quality level, its standard and customer perceptions are able to increase market share in the industry and be able to make a strong brand image. The current study aims to analyze the performances of The Nijhoom Tours by focusing on the SERVQUAL dimensions. The main purpose of the study is to measure the service quality level of customers and their perceived value of the services given by the Nijhoom Tours. The study also has the objective to find out and analyze the service gaps.as well as on the basis of service gaps and other findings, a comprehensive recommendations will be given. The study found that different service quality and dimensions bound customers to perceive service quality differently and its service quality level is moderate though it is leading company in the country. So the company should analyze the customer expectations first and then it should make a diagram so that the company can give the best services to the customers
Keywords: Competitive Advantage. Customer expectations, Customer perceptions, Customers’ Satisfaction, Public-Private Partnership, SERVQUAL-model., Service Quality Dimension, Sustainable tourism, Tourists Behavioral Patterns