RELATIONSHIP MARKETING – CONSUMER INFLUENCE ON SERVICE ORGANIZATIONS

Rakesh Kumar Giri

RELATIONSHIP MARKETING – CONSUMER INFLUENCE ON SERVICE ORGANIZATIONS

Authors: Rakesh Kumar Giri

Unique Paper ID: 172077
Volume: 3
Issue: 1
PageNo: 415-429

Keywords: Customer Education Customer Participation Problem Management Customer Loyalty Relationship Marketing Services Marketing

Abstract:
The effectiveness of relationship marketing in selling services depends largely on the customer's commitment to deepening and expanding the relationship with the financial and travel services organization. In this study, we seek to extend current thinking by proposing a model that explores the relative importance of customer education, engagement, and problem management in improving customer loyalty. To examine the relationship between these variables, we use data collected from 1,268 customers of a global financial company. Overall, the results support the hypothesized model and show that customer education is the strongest determinant of customer loyalty. Current results provide implications for multi-product financial institutions that are of both theoretical and practical interest.

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ISSN: 2349-6002
Volume: 3
Issue: 1
PageNo: 415-429

RELATIONSHIP MARKETING – CONSUMER INFLUENCE ON SERVICE ORGANIZATIONS

Available:https://ijirt.org/Article?manuscript=172077

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Impact Factor
8.01 (Year 2024)

UGC Approved
Journal no 47859

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