impact of relationship marketing as a tool for customer satisfaction and profitability

management studies

ABSTRACT The research findings reveal that relationship marketing has an impact on customer satisfaction and loyalty. Quality of service affects customer satisfaction and loyalty. Customer satisfaction doesn’t fully mediate the influence of relationship marketing and repair quality on customer loyalty. The samples contains 150 customers of independent Islamic banks in Banyuwangi district. Samples were chosen by accidental sampling, which suggests that any BSM customer who happens to meet with a researcher can be selected as a sample. Data were analyzed using path analysis. In a time when relationships became recognized as an integral a part of contemporary marketing theory and practice, what role can the sub-discipline of relationship marketing play? The aim with this special issue is to critically assess the state of relationship marketing and involve new ideas to require the sector forward. Several thought-provoking reflections and research findings are presented that urge relationship marketing researchers to explore novel avenues for the longer time of this area. A prominent way forward could also be trying to find a standard ground in relationship marketing thinking, assessing the extent to which the various literature streams increase marketing research and when they don’t, and testing/deploying the learnings in new settings.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.