What Are Your Customers Saying About you?
Date
2010
Journal Title
Journal ISSN
Volume Title
Publisher
American Marketing Association
Abstract
The article presents a research which examines the relationship marketing based on the three dimensions of customer satisfaction, brand loyalty, and compliant behavior. Literature's related to the aspects of relationship marketing such as customer confidence and conflict handling and the demographics variables of ethnicity and income are presented. The researchers utilized the empirical method with integrated model to analyze relationship marketing with the variables. Results of the study indicate significant association of conflict handling and communication with customer loyalty and the positive contribution of the three dimensions to costumer satisfaction. Also noted is the need for the marketers to build customer relationship based on trust and competence.
Description
Article deposited according to publisher policy posted on SHERPA/ROMEO Nov. 4, 2014.
Keywords
Relationship Marketing, Customer Satisfaction, Brand Loyalty, Consumer Complaints, Customer Loyalty, Conflict Management, Empirical Research, Customer Relations
Citation
Malhotra, Y. K., Agarwal, J., & Ndubisi, N. O. (2010). What Are Your Customers Saying About you?. Marketing Research, 22(4), 20-25.