Relationship Marketing and Customer Loyalty: Evidence from Banking Sector in Pakistan

Mudassir Husnain
Mudassir Husnain * §
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Waheed Akhtar
Waheed Akhtar
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§ International Islamic University Islamabad International Islamic University Islamabad

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Relationship Marketing and Customer Loyalty: Evidence from Banking Sector in Pakistan

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Abstract

The purpose of this study is to provide an insight into the impact of relationship marketing strategy on customer loyalty of retail bank sector in Pakistan and to examines whether these relationship strengthen through improvements in banking relationship. A questionnaire derived from previous studies and relevant literature was completed by 100 university students having accounts in different banks and Convenience sampling used. Multiple regression analysis assessed the impact on customer loyalty of four key construct of relationship marketing (Trust, Commitment, Communication and conflict handling). Results indicate that four variables have significant effect and predict good proportion of variance in customer loyalty.It is reasonable to conclude, on this evidence, that customer loyalty can be created, reinforced and retained by marketing plans aimed at building trust, demonstrating commitment to service, communicating with customers in a timely, reliable and proactive fashion, and handling conflict efficiently.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Mudassir Husnain, Waheed Akhtar. 2016. "Relationship Marketing and Customer Loyalty: Evidence from Banking Sector in Pakistan". Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 15 (GJMBR Volume 15 Issue E10).

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords
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GJMBR-E Classification JEL Code: M31
  • Submission ReceivedFebruary 12, 2015
  • Peer Review Double Blind
    Handling Editor
  • Accepted March 1, 2015
  • Published March 15, 2015
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v1.2

Issue date
January 6, 2016

Language
English
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Relationship Marketing and Customer Loyalty: Evidence from Banking Sector in Pakistan

Mudassir Husnain
Mudassir Husnain International Islamic University Islamabad
Waheed Akhtar
Waheed Akhtar
  • Submission ReceivedFebruary 12, 2015
  • Peer Review Double Blind
    Handling Editor
  • Accepted March 1, 2015
  • Published March 15, 2015