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Relationship marketing and customer loyalty Instructor: Dr. Pi-Ying Teresa Hsu Presenter: Han-Ming Jeffrey Chen Date: Oct. 22, 2009
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Contents Reflection Introduction Literature Review Methodology Result & Conclusion
Introduction ,[object Object],[object Object],[object Object],[object Object],[object Object]
Introduction ,[object Object],[object Object],[object Object]
Purpose ,[object Object]
Research Framework Trust Customer Loyalty Commitment Communication Conflict Handling
Relationship Marketing ,[object Object],[object Object],[object Object],[object Object]
The “underpinnings” of  relationship marketing Communication Commitment Conflict handling Relationship marketing Trust
Trust ,[object Object],[object Object]
Commitment ,[object Object],[object Object],[object Object],[object Object]
Communication ,[object Object],[object Object],[object Object],[object Object],[object Object]
Conflict handling ,[object Object],[object Object],[object Object],[object Object],[object Object]
Methodology Participants 220 bank customers Place in Kota Kinabalu, Malaysia Period ? Sampling Quasi-random sampling Instrument Questionnaire
Questionnaire Trust Commitment Communication Conflict Handling (Churchill & Surprenant, 1982) Customer Loyalty (Morgan & Hunt, 1994) (Bloemer  et al,  1999) the 5-point Likert Scale Strongly disagree Strongly agree 1 2 3 4 5 Dimensions Sources
Results Gender Male : Female = 42% :  58%  Age 27% of all respondents were over  40 years  age . Education 43% of all respondents were  graduate . Years 42% : 11 years or more  39% : between 6 and10 years 19% :  5 years or less
Reliability estimates
Relationship between RM underpinnings  and customer loyalty p-value  < .05
Conclusion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Reflection Long-term relationship  between the service providers and accepters Relationship Marketing
Thank you for your attention!

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