THE EFFECT OF RELATIONSHIP MARKETING, CUSTOMER SATISFACTION AND SERVICE QUALITY TOWARDS CUSTOMER LOYALTY: A CASE STUDY IN XYZ SDN BHD

Abstract

The impact of information technologies is no doubt undeniable. The rapid development of the information technology has empowered technology behaviour which leads individual as well as organizations to commence business through online. This study is to examine the effectiveness of service quality, customer satisfaction, and relationship marketing towards customer loyalty in XYZ Sdn Bhd. One hundred and sixty questionnaires were distributed to customers of XYZ by simple random sampling technique and the findings shows consistent result with the initial hypotheses constructed earlier. Therefore it is proven that both customer satisfaction and relationship marketing do have a significant relationship with customer loyalty which influences customer loyalty of customer’s XYZ Sdn Bhd.