Generating Customer Loyalty in an Emerging Competitive Market: A Banking Industry Study

Sohail. Sadiq M (2013). "Generating customer loyalty in an emerging competitive market: a banking industry study", International Journal of Scientific Research, Volume. 2, No. 4 pp 28-33

16 Pages Posted: 2 Sep 2015

See all articles by M. Sadiq Sohail

M. Sadiq Sohail

King Fahd University of Petroleum & Minerals (KFUPM)

Date Written: 2013

Abstract

Existing streams of literature are integrated to propose a conceptual framework that highlights the impact of relationship marketing on customer loyalty and its outcomes. The framework aims to provide insights into the underpinnings of relationship marketing. Using empirical research, the study identifies three elements of relationship marketing like trust, commitment and conflict-handling as the antecedents of customer loyalty. Significant outcomes of customer loyalty are also identified. The findings of this study have important implications for firms aiming to build customer loyalty and retention. From a managerial perspective, this study sheds some light on the elements of relationships and outcomes that may be identified as critical for firms in a competitive environment.

Keywords: relationship marketing, customer loyalty, customer retention, trust, commitment, communications, conflict-handling

Suggested Citation

Sohail, M. Sadiq, Generating Customer Loyalty in an Emerging Competitive Market: A Banking Industry Study (2013). Sohail. Sadiq M (2013). "Generating customer loyalty in an emerging competitive market: a banking industry study", International Journal of Scientific Research, Volume. 2, No. 4 pp 28-33. Available at SSRN: https://ssrn.com/abstract=2653660

M. Sadiq Sohail (Contact Author)

King Fahd University of Petroleum & Minerals (KFUPM) ( email )

Dhahran, 31261
Saudi Arabia

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