The effect of relationship marketing on customer loyalty towards fast food restaurants (a study of generation Y) / Ahmad Zulfa Mohd Kamil and Muhammad Afif Mahabob
Intense competition in the business environment forces firms to look for the best approach to attract and create loyal customers. Relationship marketing is a strategy used by many firms to maintain long-term relationship with customers. Good implementation of relationship marketing strategies wil...
| Main Authors: | , |
|---|---|
| Format: | Student Project |
| Language: | English |
| Published: |
Faculty of Business Management
2016
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/14642/1/PPb_AHMAD%20ZULFA%20MOHD%20KAMIL%20BM%2016_5.pdf |
| _version_ | 1825734319293857792 |
|---|---|
| author | Mohd Kamil, Ahmad Zulfa Mahabob, Muhammad Afif |
| author_facet | Mohd Kamil, Ahmad Zulfa Mahabob, Muhammad Afif |
| author_sort | Mohd Kamil, Ahmad Zulfa |
| collection | UITM |
| description | Intense competition in the business environment forces firms to look for the best
approach to attract and create loyal customers. Relationship marketing is a strategy
used by many firms to maintain long-term relationship with customers. Good
implementation of relationship marketing strategies will result in quality relationship
built between customers and firms. This study attempts to investigate the relationship
between relationship marketing dimensions and loyalty towards fast food restaurants
among Generation Y. Four key dimensions of relationship marketing are considered
in this study which are trust, communication, commitment and empathy. The study
was conducted in Bandaraya Melaka with a sample of 150 respondents. Sampling
method used in this study is convenience sampling. The data was analysed using
correlation coefficient and regression by using SPSS software. The findings reveal
that are positive relationship between these relationship marketing dimensions and
customer loyalty. However, the result shows that only commitment has significant
impact on customer loyalty. |
| first_indexed | 2024-03-06T01:29:57Z |
| format | Student Project |
| id | oai:ir.uitm.edu.my:14642 |
| institution | Universiti Teknologi MARA |
| language | English |
| last_indexed | 2024-03-06T01:29:57Z |
| publishDate | 2016 |
| publisher | Faculty of Business Management |
| record_format | dspace |
| spelling | oai:ir.uitm.edu.my:146422016-09-08T01:40:36Z https://ir.uitm.edu.my/id/eprint/14642/ The effect of relationship marketing on customer loyalty towards fast food restaurants (a study of generation Y) / Ahmad Zulfa Mohd Kamil and Muhammad Afif Mahabob Mohd Kamil, Ahmad Zulfa Mahabob, Muhammad Afif Business societies Marketing Intense competition in the business environment forces firms to look for the best approach to attract and create loyal customers. Relationship marketing is a strategy used by many firms to maintain long-term relationship with customers. Good implementation of relationship marketing strategies will result in quality relationship built between customers and firms. This study attempts to investigate the relationship between relationship marketing dimensions and loyalty towards fast food restaurants among Generation Y. Four key dimensions of relationship marketing are considered in this study which are trust, communication, commitment and empathy. The study was conducted in Bandaraya Melaka with a sample of 150 respondents. Sampling method used in this study is convenience sampling. The data was analysed using correlation coefficient and regression by using SPSS software. The findings reveal that are positive relationship between these relationship marketing dimensions and customer loyalty. However, the result shows that only commitment has significant impact on customer loyalty. Faculty of Business Management 2016 Student Project NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/14642/1/PPb_AHMAD%20ZULFA%20MOHD%20KAMIL%20BM%2016_5.pdf The effect of relationship marketing on customer loyalty towards fast food restaurants (a study of generation Y) / Ahmad Zulfa Mohd Kamil and Muhammad Afif Mahabob. (2016) [Student Project] <http://terminalib.uitm.edu.my/14642.pdf> (Unpublished) |
| spellingShingle | Business societies Marketing Mohd Kamil, Ahmad Zulfa Mahabob, Muhammad Afif The effect of relationship marketing on customer loyalty towards fast food restaurants (a study of generation Y) / Ahmad Zulfa Mohd Kamil and Muhammad Afif Mahabob |
| title | The effect of relationship marketing on customer loyalty towards fast food restaurants (a study of generation Y) / Ahmad Zulfa Mohd Kamil and Muhammad Afif Mahabob |
| title_full | The effect of relationship marketing on customer loyalty towards fast food restaurants (a study of generation Y) / Ahmad Zulfa Mohd Kamil and Muhammad Afif Mahabob |
| title_fullStr | The effect of relationship marketing on customer loyalty towards fast food restaurants (a study of generation Y) / Ahmad Zulfa Mohd Kamil and Muhammad Afif Mahabob |
| title_full_unstemmed | The effect of relationship marketing on customer loyalty towards fast food restaurants (a study of generation Y) / Ahmad Zulfa Mohd Kamil and Muhammad Afif Mahabob |
| title_short | The effect of relationship marketing on customer loyalty towards fast food restaurants (a study of generation Y) / Ahmad Zulfa Mohd Kamil and Muhammad Afif Mahabob |
| title_sort | effect of relationship marketing on customer loyalty towards fast food restaurants a study of generation y ahmad zulfa mohd kamil and muhammad afif mahabob |
| topic | Business societies Marketing |
| url | https://ir.uitm.edu.my/id/eprint/14642/1/PPb_AHMAD%20ZULFA%20MOHD%20KAMIL%20BM%2016_5.pdf |
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