The Effect of Relationship Quality on Customer Loyalty: Evidence from Selected Banks in Kenya (Published)
One of the key marketing strategies implored by Banks is to create emotional connectivity with its customers and ultimately build a strong base of loyal clients. Loyalty will enable the banks to woo new customers through referrals whilst retaining existing ones and thus maintain a huge customer base. The banking industry in Kenya has undergone a revolution such that most bank customers are multi banked and therefore, majority of them may not have allegiance to specific banks. Available literature indicates that relationship quality has a direct effect on customer loyalty. In light of this fact, this paper examines the effect of relationship quality on customer loyalty based on a study of selected banks in Kenya. The main objective of the research was to develop and test a model that examines effect of relationship quality on customer loyalty. The study adapted a positivist approach because of the use of quantitative data. The study further utilized explanatory research design. A questionnaire was used to collect data from a sample of 309 bank customers in Nairobi, Mombasa, Nakuru, Kisumu and Eldoret who maintained bank accounts in the Kenya Commercial Bank, Cooperative Bank, NIC Bank, Diamond Trust Bank, African Banking Corporation and K-Rep (renamed Sidian) Bank. Correlation analysis was used to establish the relationship among the variables. Multiple and moderated regression analysis was used to test the hypotheses at α=.05 level of significance. Model effect size was measured using R-square. The results indicated that relationship quality and the dimensions in the study that is, commitment, communication and conflict handling, were significant in affecting customer loyalty, this is consistent with previous studies. Based on the findings it is imperative for the Banking industry to offer more personalised service, be more innovative, enhance the aspect of CRM (Customer Relationship Management) and embrace technology more at all service points as a tool to understand their customer’s holistically and provide timely information on the touch of a button. The study contributes to knowledge and theory through additional research in the field of relationship quality and customer loyalty.
Effect of Communication and Complaints Handling Strategies on Customer Loyalty at Almasi Beverages Limited, Kenya (Published)
Competition in business has gained a whole new dimension due to global consumerism, rapidly changing consumer buying patterns and high technological innovation. Consequently, the market players have switched focus from customer attraction to customer retention than at any other time in the recent past. Communication and complaints handling has become an area of interest to scholars, marketers and organizations operating in various sectors of the economy from which customer satisfaction and loyalty can be secured. Therefore, customer complaint management and effective communication form the decisive test of organization’s customer focus that eventually affects customer satisfaction and loyalty. In spite of the vast literature on the effect of communication and complaint handling strategies on loyalty, exhaustive empirical research has not been directed towards the retail setting in the FMCG industry. The purpose of the study was to determine the effects of communication and complaints-handling strategies on customer loyalty at Almasi Beverages Limited (ABL) in Kenya. The study was guided by the following research questions: What is the effect of communication on customer loyalty at ABL? What is the effect of the complaints-handling strategies on customer loyalty at ABL? A survey research design was employed and the target population was the Coca-Cola retailers who sold through the company-owned Cold Drink Equipment (CDEs) for over a period of three years. The sample size was 369 respondents. Data was collected through the use of structured questionnaires and content validity of the instruments was achieved by incorporating the views and recommendations of marketing experts who assessed the research instruments. Data collected was analysed through quantitative statistics and presented in charts, graphs and frequency tables. The study adopted chi-square to test the hypotheses. The findings established that effective communication and satisfactory complaint-handling strategies are vital in developing and nurturing healthy business relationships that subsequently lead to loyalty. The study concludes that when an effective communication and complaints-handling oriented program is implemented correctly, an organization begins to focus more on managing its customers rather than its products. This enables companies to establish strong performance that lead to long-term profits and increased competitive edge as result of stable partnerships. Evidently, organizations are confronted with complaining customers and despite the precautionary measures taken by an organization to avoid conflict with customers; problems are bound to occur in the relationship. Therefore, the study recommends that companies should focus effective communication and proper complaints handling in order to keep the customers delighted. One implication of this study is that companies like ABL need to have in place proper mechanisms for registering and addressing customer complaints.
Understanding The Relationships between Service Quality, Customer Satisfaction and Loyalty: An Investigation of Ghana’s Retail Banking Sector (Published)
This study set out to examine the interrelationships between service quality, customer satisfaction, and customer loyalty for the Ghana banking industry. The paper also evaluates the effects of the individual dimensions of service quality on overall service quality. Primary research data were collected using questionnaires administered face-to-face, via systematic random sampling approach. Confirmatory Factor Analyses (CFA) was then used to test the hypotheses and address the research objectives as well. The results showed that the three variables were positively interrelated, albeit with different p-values for significance. The five dimensions of service quality, tangibility, reliability, responsiveness, assurance and empathy, each affects overall service quality positively and significantly). The effects of service quality on customer satisfaction was direct, positive but insignificant. In the same manner, customer satisfaction positively but insignificantly impacts customer loyalty. Service quality was seen to positively and significantly affect customer loyalty in this study. The findings therefore serve as a good guide for banks to work at improving service quality, which will in turn positively influence satisfaction and loyalty.
This study focuses on the predictive indicators of customer loyalty among GSM users in the South-Eastern Nigeria. Most of the studies on customer loyalty in the Nigerian GSM market are alien to South-Eastern Nigeria. The main objective of this study is to empirically inquire the factors that influence customer loyalty in the Nigerian GSM market. The study adopted survey research design and the population of study is the mobile phone users in Anambra State. Quota sampling method was employed while the sample size was determined using survey systems formula. Questionnaire was employed as the research instrument and the reliability test was achieved using split-half method. Factor analysis was used for data reduction and multiple regressions were employed to test the hypotheses. The findings revealed that trust, customer satisfaction, corporate image, service quality, network coverage have significant effect on customer loyalty with customer satisfaction as the strongest predictor of customer loyalty in the Nigerian GSM market. In addition, prompt customer service was seen to have no significant effect on customer loyalty. It was recommended that GSM service providers should focus more on customer satisfaction, trust, corporate image, service quality, and network coverage in order to build sustainable relationship with their customers as to become very competitive. Also, attention should be paid on providing quality customer care service elements.
ASSESSING THE IMPACT OF SERVICE QUALITY ON CUSTOMER LOYALTY: A CASE STUDY OF THE CELLULAR INDUSTRY OF GHANA (Published)
The study investigated the relationship between service quality and customer loyalty in the Cellular industry of Ghana. The research was conducted after the introduction of the Mobile Number Portability (MNP) system. The SERVQUAL model was used to measure relationship between service quality and customer loyalty among cellular service providers with customer satisfaction mediating these variables. Survey questionnaire was used to collect 311 data from mobile users who are subscribers of 5 of the major cellular firms in Accra Metropolis of Ghana. The data was analysed using correlation and multiple regression analysis. The findings revealed that service quality variables such as Tangibles, Responsiveness, Reliability, Assurance and Empathy have a positive influence on customer loyalty through customer satisfaction. The result further revealed customer satisfaction has a direct relationship with customer loyalty. The study recommends that mobile operators endeavour to improve the quality of mobile services offered to clients.
AN EMPIRICAL STUDY OF FACTORS AFFECTING CUSTOMER LOYALTY OF TELECOMMUNICATION INDUSTRY IN THE KINGDOM OF SAUDI ARABIA (Published)
This research aims to evaluate the effect of the variables; namely, price, service quality, brand image and trends on customer loyalty of service providers of mobile phones in Saudi Arabia. A questionnaire was developed and distributed to a convenient sample throughout the major cities of Saudi Arabia. A total of 775 were returned representing a response rate of 89.6%. The study showed that the majority of respondents had prescribed to more than one service provider at the same time. Additionally, it was revealed that all the variables tested; price, service quality, brand image and trends, had a direct effect on customer loyalty of service provider. Results obtained from this research will offer necessary feedback for improving a company’s strategy, marketing mix, services, and product offerings, thereby, achieve customer satisfaction and improve their customer loyalty while attracting new ones.
ANALYZING THE ANTECEDENTS OF CUSTOMER LOYALTY (Published)
This research study looked at analyzing the antecedents of customer loyalty namely; corporate image, customer satisfaction, and service quality. Based on the review of the previous literature, the research hypotheses were drawn. Questionnaires were designed and distributed to the tourists’ residents of the five stars hotels in Egypt. Findings revealed a positive relationship between corporate image and customer loyalty, customer satisfaction and customer loyalty and service quality and customer loyalty. It’s suggested that future research may be extended to other sectors and domains within Egypt.
ANALYSIS OF FINANCIAL BONDS, SOCIAL BONDS, STRUCTURAL BONDS, AND EFFECT ON CUSTOMER LOYALTY IN WEST HEALTH CENTER IN SURABAYA (Published)
This study aims to provide most of the answers to the problems of the customer relationship services provided to the health center, due to the size of the outside observation and the more down’s values on the dimensions of Relationship marketing in West Surabaya-district health centers, a growing number of complaints arising from the customer about the connection service provided to the patient, thus affecting the level of customer loyalty, and therefore researchers will examine issues very krausal to improve the level of health center services relationships and to increase the value of customer loyalty, especially patients in health centers of West Surabaya and will examine the effect of of Relationship Marketing to influence customer loyalty PHC. The sample in this study of 100 respondents were drawn from patients who never seek treatment at each Puskesman Surabaya West of seven (7) where the research that has been determined in the study in West Surabaya. This study uses quantitative and qualitative analysis through methods approaches and multiple linear regression analysis using software SPSS for Windows 20.0, from the findings expected to be found positive results and can reflect the broader quality and certainty in order to help improve the level of Relationship loyalty marketing in the health center of West Surabaya
The Effect of Brand Name on Customer Loyalty in the Mobile Communication Industry in Ghana (Published)
The mobile communication industry in Ghana cannot be successful without loyal customers. Thus, brand name is very critical factor to help retain customers thereby improving the bottom line of the firm. The purpose of this study was to investigate the extent to which brand name contributes to customer loyalty in mobile telecommunication brands in Ghana. The paper also finds out the factors that influence consumer choice of brand (mobile network) and why subscribers switch from one network to another. The study captured both qualitative and quantitative data. Data collection was conducted through a survey questionnaire comprising open and closed ended questions. To get the sample size for the study, 120 respondents were selected using simple random sampling but 150 were contacted because of data collection limitation such as non response. Statistical package for Social Sciences (SPSS) was used for data analysis. Statistical analysis includes Pearson correlation, logistic regression and descriptive statistics. Pearson correlation and regression were used to analyze the customer reasons for choosing a particular network as well as the relationship between customer association and brand attributes. The study found that, brand name does not really contribute to customer loyalty. Other factors such as the quality, price, availability, and sales promotion also contribute to customer loyalty. The study however revealed that, there are factors such as price, quality, price and quality and brand name that consumers consider when making a purchased decision, however, they mostly associate quality with the name of the mobile network brand purchase. Thus, any mobile network brand purchase is because of the quality but not necessarily the name
The main aim of this study is to examine the effect of service quality dimensions on customer loyalty to the providers of retail banking services. It investigates the relationship between service quality dimensions and customer loyalty. To achieve this purpose, data was collected from a sample of 384 current customers of commercial banks on the five dimensions of service delivery: tangibility, reliability, responsiveness, assurance and empathy. The results indicate that all the dimensions of service quality have a positive and significant influence on customer loyalty in retail banking .This finding reinforces the need for bank managers to place an emphasis on the underlying dimensions of service quality in order to create and maintain customer loyalty