Antecedents of Relation Base Marketing and its impact on Customer Satisfaction

Author(s)

SHAHZAD KHAN ,

Download Full PDF Pages: | Views: 339 | Downloads: 104 | DOI: 10.5281/zenodo.3386790

Volume 1 - October 2012 (10)

Abstract

Education is long term service offering which need student’s satisfaction. Students switching is common in certain institutions. This research is conducted that how relationship marketing play important role in satisfaction of students of affiliated institutions of Peshawar University Pakistan. This research is conducted that what are the key antecedents of relationship marketing for the satisfaction of students. Study identifies different determinants of relations base marketing and checks their influence on student’s satisfaction. Study selected four affiliated institution on random basis for analysis. The four institutions were Peshawar Business School, National college of Science, Institute of computer and management science and National institute of management. The data collected through questionnaire from students of above mentioned affiliated institutions. Study uses a structured 5 point lickert scale non-self administered questionnaire from 100 students. Findings of the study shows that Trust, Commitment and communication are the prominent antecedents of relationship marketing which play major role in students satisfaction. 

Keywords

Relatio

References

  1. Auh, S., & Johnson, M. D. (2005) “Compatibility effects in evaluations of satisfaction and loyalty”. Journal of Economic psychology, 26, 35-57.
  2. Bodet, G. (2008) “Customer satisfaction and loyalty in service: two concepts, four construct several relationships”. Journal of retailing and consumer services, 15, 156-162.
  3. Chris, F. and Graham H. (2007) “Relationship and Marketing Communication”. Journal of relationship marketing, published by financial time's Prentice-Hall. Available on line: From Wikipedia, the free encyclopedia.
  4. Gerpott, T. J., Rams,W., & Schindler, A. (2001) “Customer retention, loyalty, and satisfaction in the German mobile cellular telecommunications market” Telecommunications Policy, 25, 249-269.
  5. Guo, L., Xiao, J. J., & Tang, C. (2009) “Understanding the psychological process underlying customer satisfaction and retention in a relational service”. Journal of Business Research, 62, 1152.1159.
  6. Hauser, J. R., Simester, D. I., & Wernerfelt, B. (1994) “Customer satisfaction incentives”. Marketing Science, 13(4), 327-350.
  7. Kotler, P. and Keller, K.L. (2009) Marketing Management. Pearson International Edition. 13th Edition. Pearson Education Inc. Upper-saddle River.
  8. Lin, J. S. C., & Wu, C. Y., (2011) “The role of expected future use in relationship-based service retention”. Managing Service Quality, 21(5), 535-551.
  9. Owais Mufti, Shahzad khan, Zafar Zaheer (2011) “Impact of Rational and Emotional Factors in Creating Consumer Motivation, a Study of Policy Holders of State Life Insurance Corporation in KPK, Pakistan” European journal of social sciences Volume 24, Number IV pp 546-552.
  10. Rust, R. T., & Zahorik, A. J. (1993) “Customer Satisfaction, Customer Retention and Market Share”. Journal of retailing, 69 (2), 193-215.
  11. Shahzad Khan (2012) “The influence of formal and Informal sources affecting consumer Buying Behavior” Global journal of Management and business research. Volume 12 Issue 12 Version 1 pp1-5.
  12. Shaker T. Ismail (2009) “The Effects of Relationship Marketing on Organizational Outcomes "An Applied Study in Jordanian Insurance Companies” European Journal of Social Sciences – Volume 12, Number 2 pp176-184
  13. Shaker, T. Ismail and Basem, Y. Alsadi (2010) “Relationship Marketing and Organizational Performance Indicators” European Journal of Social Sciences. Volume 12, Number 4 pp545-557
  14. Vesel, P., & Zabkar, V. (2009) “Managing customer loyalty through the mediating role of satisfaction in the DIY retail loyalty program”. Journal of retailing and customer services, 16, 396-406.
  15. Wong, A. and shohal, A. (2002) "An examination of the relationship between trust, commitment and relationship quality", International Journal of retail & Distribution Management, Vol.30, No.1, pp 34-50.
  16. Yung-Tai Tang and Chen-Hua Chang (2010) “Impact of role ambiguity and role conflict on employee Creativity” African Journal of Business Management Vol. 4(6), pp. 869- 881.

Cite this Article: