Relationship Marketing, Customer Satisfaction and Loyalty: A Theoretical and Empirical Analysis From an Asian Perspective

ABSTRACT

The purpose of this article is to theoretically and empirically analyze relationship marketing (RM), customer satisfaction, and customer loyalty from an Asian perspective. A field survey of bank customers in Malaysia was conducted using a questionnaire. The data were factor-analyzed to determine the key dimensions of RM. The resulting dimensions were applied in the subsequent hierarchical multiple regression analysis conducted to determine the relationship between the relationship marketing dimensions (competence, communication and conflict handling), customer satisfaction, and customer loyalty.

KEYWORDS:

• Relationship marketing
• customer satisfaction
• customer loyalty
• bank customers
• Asia