THE IMPACT OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY THE CASE OF EURO CABLE PLC: CUSTOMERS’ PERSPECTIVE

Abstract

The purpose of this paper is to find out the impact of relationship marketing on customer loyalty within the Euro cable plc. By analyzing the relationship of every construct in the conceptual framework of the paper. This study employed more of quantitative approach with case study method to answer the research questions. The study use cross sectional study design; the research method to collect primary data, structured questionnaire was designed and collected from total censuses technique from customers of the company. Structured questionnaires were distributed to 107 customers, only 103 (96.3%) complete responses were returned from the customers. The SPSS version 20 was used to process the primary data which is collected through questionnaire. Analysis of data in this research was done by using statistical tools like regression and correlation models. The finding indicates except length of time the customers work with the company and customers’ loyalty is positively correlated but others demographic factors are negatively correlated. Regarding to relationship marketing dimensions (the independent variables) such, trust, commitment, communication and responsiveness are positively correlated with customer loyalty; and customers’ loyalty also explained relationship marketing dimensions particularly in Euro cable PLC. Therefore, it is pointed out that 49% ofrelationship marketing can explain the dependent variable that is customers’ loyalty. Each independent variable is also regressed against customers’loyalty and the result shows that all the independent variables can explain the dependent variable i.e. customer loyalty. The findings also support the view points that relationship marketing dimensions can enhance the quality of a buyer-seller relationship and in turn increase customer loyalty. Finally the researcher concludes that in the case of Euro cable the elements of relationship marketing have a significant impact on customer’s loyalty.