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Year 2018, Volume: 4 Issue: 2, 381 - 392, 30.06.2018
https://doi.org/10.24289/ijsser.428486

Abstract

References

  • Aali, M. B., Nasab, S. D. H., Fazeliyan, S. M. And Kheirollahi, H. (2012). Relationship Marketing and Customer Loyalty (case study: Hormozghan Cement Co., Bandar Khamir, L. R. Iran), Journal of Basic Applied Science and Research, 2(12)11970-11977.
  • Ahmed, Z. U., Ismail, I., Sohail, M. S., Tabsh, I. and Alias, H. (2010). Malaysian consumers’ credit card usage behavior, Asia Pacific Journal of Marketing and Logistics, 22(4).
  • Bagherzad, A.,Chavosh, A and Hosseinikhah, S. (2011), “The influence of relationship marketing tactics on customer’s loyalty in B2C relationship–the role of communication and personalization”, European Journal of Economics, Finance and Administrative Sciences, Vol. 5(31), pp. 49-56.
  • Bank Negara Malaysia (2018). List of Issuers of Credit Cards, Charge Cards, E-money and Remittance Service Providers. Retrieved April 08, 2018, from http://www.bnm.gov.my/index.php?ch=ps&pg=ps_regulatees#Credit
  • Bank Negara Malaysia (2018). Number of Cards and Users of Payment Instruments, Retrieved April 8, 2018, from http://www.bnm.gov.my/payment/statistics/pdf/03_cards.pdf
  • Doaei, H., Rezaei, A., and Khajei, R. (2011). The impact of Relationship Marketing Tactics on Customer Loyalty: The Mediation Role of Relationship Quality. International Journal of Business Administration, 2(3), 83-93.
  • Ehigie, B. O. (2006). Correlates of customer loyalty to their bank: A case study in Nigeria, International Journal of Bank Marketing, 24 (7), 494-508.
  • Global Consumer Banking Survey, (2012). Retrieved on April 9, 2018 at http://www.ey.com/Publication/vwLUAssets/Global_Consumer_Banking_Survey_2012_The_customer_takes_control/$FILE/Global_Consumer_Banking_Survey_2012.pdf
  • Horri, M. S., Shirsavar, H. R. A. And Mohaved, A. B. (2013). The Effect of Relationship Marketing Tactics on Customer Loyalty given the mediating role of quality relationship (case study: Shahab Gas Industries), Journal of Basic Applied Science and Research, 3(3) 414-419.
  • Keshvari, R. S. And Zare, T. (2012). The effect of customer relationship marketing tactics on banking customer loyalty, within Iranian banking industry, International conference on Education, Applied Sciences and Management.
  • Koi-Akrofi, G. Y., Welbeck, J. N. O. And Koi-Akrofi, J. (2012), relationship marketing tactics and customer loyalty – a case of mobile telecommunication industry in Ghana, Asian Journal of Business Management 5(1) 77-92.
  • Kotler, P. (2003). Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know, John Wiley & Sons, Inc, Hoboken, New Jersey.Lo, A., Lynch J.., Staelin, R., (2007), “How to attract customers by giving them the short end of the stick”, Journal of Marketing Research, 44(1): 128– 141.
  • Nakhleh, H.M.A (2012). The relationship between customer relationship marketing tactics, relationship quality and customer’s loyalty in mobile communication industry, 3(2), 538-547.
  • Peng, L.Y. and Wang,Q. (2006). Impact of Relationship Marketing Tactics(RMTs) on Switchers and Stayers in a competitive industry. Journal Marketing Management., 22, 25-29.
  • Sheng, L. K. and Wah, T. Y. (2011). A Comparative Study of Data Mining Techniques in Predicting Consumers’ Credit Card Risk in Banks, African Journal of Business Management, 5 (20), 8307-8312.
  • Taleghani, M., Chirani, E. And Mirrashed, A. (2011), a conceptuality approach to relationship marketing and customers loyalty to banks, Journal of Basic and Applied Scientific Research, 1(11) 2022-2025.
  • Tan, A. K. G, Yen, S. T., and Loke, Y. J. (2011). Credit Card holders, Convenience users and revolvers: and ordinal treatment, Journal of Applied Economics, 14 (2), 225-255.
  • The EDGE Malaysia (2009),the MARC: New credit card tax unlikely to reduce consumer spending, Retrieved April 8, 2018, from http://www.theedgemalaysia.com/highlights/152571-marc-new-credit-card-tax-unlikely-to-reduce-consumer-spending.html
  • The Sun Daily (2017), 3.6m credit card holders in Malaysia as at June,Retrieved April 8, 2018 from http://www.thesundaily.my/news/2017/08/21/36m-credit-card-holders-malaysia-june
  • Tseng,Y.M.(2007). The Impactsof Relationships Marketing Tactics on Relationsip Quality in Service Industry. The business review, Cambridge, 7(2),310.
  • Verhoef. P. (2002). The Joint Effect of Relationship Perceptions, Loyalty Program and Direct Mailings on Customer Share Development, ERIM Report Series Research in Management, 27.
  • Waarden, L. M. (2008). The Influence of Loyalty Programme Membership on Customer Purchase Behaviour, European Journal of Marketing, 42 87-114.Zhang, X. & Feng, Y. (2009). The impact of customer relationship marketing tactics on customer loyalty. Master's Thesis, Halmstad University

The effect of customer relationship tactics toward customer loyalty in banking industry

Year 2018, Volume: 4 Issue: 2, 381 - 392, 30.06.2018
https://doi.org/10.24289/ijsser.428486

Abstract

The purpose of this study is to examine
the effects of how Customer Relationship Marketing Tactics (CRMTs) on customer
loyalty in banking industry specifically the credit card users. Through data
from credit card users of MBB and CIMB, we discuss five elements of CRMTs which
are direct mail, preferential treatment, interpersonal communication, tangible
rewards and membership and their influence on credit card users’ loyalty
towards their main banks. The credit card industry in Malaysia has been
shrinking since the intervention from Bank Negara Malaysia in 2009 which has
led to greater competition among credit card issuers. One reason being,
customers nowadays are not loyal to their providers as they tend to switch to
other substitute services and to other banks. Therefore, to retain the
customers, successful Relationship Marketing can be achieved by considering
customers’ attitude towards their service provider through CRMTs. This will
encourage both parties to appreciate the involvement in the relationship. This
research findings’ support that all CRMTs have significant relationship with
credit card users’ loyalty. Through multiple regressions, it was found that the
most significance in contributing to credit card users’ loyalty was membership
and direct mail. Therefore, the outcome of this research provides a guide for
MBB and CIMB and also other financial institutions in charting strategic
actions to maintain and retain their existing customers.




References

  • Aali, M. B., Nasab, S. D. H., Fazeliyan, S. M. And Kheirollahi, H. (2012). Relationship Marketing and Customer Loyalty (case study: Hormozghan Cement Co., Bandar Khamir, L. R. Iran), Journal of Basic Applied Science and Research, 2(12)11970-11977.
  • Ahmed, Z. U., Ismail, I., Sohail, M. S., Tabsh, I. and Alias, H. (2010). Malaysian consumers’ credit card usage behavior, Asia Pacific Journal of Marketing and Logistics, 22(4).
  • Bagherzad, A.,Chavosh, A and Hosseinikhah, S. (2011), “The influence of relationship marketing tactics on customer’s loyalty in B2C relationship–the role of communication and personalization”, European Journal of Economics, Finance and Administrative Sciences, Vol. 5(31), pp. 49-56.
  • Bank Negara Malaysia (2018). List of Issuers of Credit Cards, Charge Cards, E-money and Remittance Service Providers. Retrieved April 08, 2018, from http://www.bnm.gov.my/index.php?ch=ps&pg=ps_regulatees#Credit
  • Bank Negara Malaysia (2018). Number of Cards and Users of Payment Instruments, Retrieved April 8, 2018, from http://www.bnm.gov.my/payment/statistics/pdf/03_cards.pdf
  • Doaei, H., Rezaei, A., and Khajei, R. (2011). The impact of Relationship Marketing Tactics on Customer Loyalty: The Mediation Role of Relationship Quality. International Journal of Business Administration, 2(3), 83-93.
  • Ehigie, B. O. (2006). Correlates of customer loyalty to their bank: A case study in Nigeria, International Journal of Bank Marketing, 24 (7), 494-508.
  • Global Consumer Banking Survey, (2012). Retrieved on April 9, 2018 at http://www.ey.com/Publication/vwLUAssets/Global_Consumer_Banking_Survey_2012_The_customer_takes_control/$FILE/Global_Consumer_Banking_Survey_2012.pdf
  • Horri, M. S., Shirsavar, H. R. A. And Mohaved, A. B. (2013). The Effect of Relationship Marketing Tactics on Customer Loyalty given the mediating role of quality relationship (case study: Shahab Gas Industries), Journal of Basic Applied Science and Research, 3(3) 414-419.
  • Keshvari, R. S. And Zare, T. (2012). The effect of customer relationship marketing tactics on banking customer loyalty, within Iranian banking industry, International conference on Education, Applied Sciences and Management.
  • Koi-Akrofi, G. Y., Welbeck, J. N. O. And Koi-Akrofi, J. (2012), relationship marketing tactics and customer loyalty – a case of mobile telecommunication industry in Ghana, Asian Journal of Business Management 5(1) 77-92.
  • Kotler, P. (2003). Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know, John Wiley & Sons, Inc, Hoboken, New Jersey.Lo, A., Lynch J.., Staelin, R., (2007), “How to attract customers by giving them the short end of the stick”, Journal of Marketing Research, 44(1): 128– 141.
  • Nakhleh, H.M.A (2012). The relationship between customer relationship marketing tactics, relationship quality and customer’s loyalty in mobile communication industry, 3(2), 538-547.
  • Peng, L.Y. and Wang,Q. (2006). Impact of Relationship Marketing Tactics(RMTs) on Switchers and Stayers in a competitive industry. Journal Marketing Management., 22, 25-29.
  • Sheng, L. K. and Wah, T. Y. (2011). A Comparative Study of Data Mining Techniques in Predicting Consumers’ Credit Card Risk in Banks, African Journal of Business Management, 5 (20), 8307-8312.
  • Taleghani, M., Chirani, E. And Mirrashed, A. (2011), a conceptuality approach to relationship marketing and customers loyalty to banks, Journal of Basic and Applied Scientific Research, 1(11) 2022-2025.
  • Tan, A. K. G, Yen, S. T., and Loke, Y. J. (2011). Credit Card holders, Convenience users and revolvers: and ordinal treatment, Journal of Applied Economics, 14 (2), 225-255.
  • The EDGE Malaysia (2009),the MARC: New credit card tax unlikely to reduce consumer spending, Retrieved April 8, 2018, from http://www.theedgemalaysia.com/highlights/152571-marc-new-credit-card-tax-unlikely-to-reduce-consumer-spending.html
  • The Sun Daily (2017), 3.6m credit card holders in Malaysia as at June,Retrieved April 8, 2018 from http://www.thesundaily.my/news/2017/08/21/36m-credit-card-holders-malaysia-june
  • Tseng,Y.M.(2007). The Impactsof Relationships Marketing Tactics on Relationsip Quality in Service Industry. The business review, Cambridge, 7(2),310.
  • Verhoef. P. (2002). The Joint Effect of Relationship Perceptions, Loyalty Program and Direct Mailings on Customer Share Development, ERIM Report Series Research in Management, 27.
  • Waarden, L. M. (2008). The Influence of Loyalty Programme Membership on Customer Purchase Behaviour, European Journal of Marketing, 42 87-114.Zhang, X. & Feng, Y. (2009). The impact of customer relationship marketing tactics on customer loyalty. Master's Thesis, Halmstad University
There are 22 citations in total.

Details

Primary Language English
Journal Section Makaleler
Authors

Masrul Hayati Kamarulzaman

Nurain Farahana Zainal Abidin This is me

Siti Nur Shahira Dahari This is me

Publication Date June 30, 2018
Published in Issue Year 2018 Volume: 4 Issue: 2

Cite

APA Kamarulzaman, M. H., Zainal Abidin, N. F., & Dahari, S. N. S. (2018). The effect of customer relationship tactics toward customer loyalty in banking industry. International Journal of Social Sciences and Education Research, 4(2), 381-392. https://doi.org/10.24289/ijsser.428486
AMA Kamarulzaman MH, Zainal Abidin NF, Dahari SNS. The effect of customer relationship tactics toward customer loyalty in banking industry. International Journal of Social Sciences and Education Research. April 2018;4(2):381-392. doi:10.24289/ijsser.428486
Chicago Kamarulzaman, Masrul Hayati, Nurain Farahana Zainal Abidin, and Siti Nur Shahira Dahari. “The Effect of Customer Relationship Tactics Toward Customer Loyalty in Banking Industry”. International Journal of Social Sciences and Education Research 4, no. 2 (April 2018): 381-92. https://doi.org/10.24289/ijsser.428486.
EndNote Kamarulzaman MH, Zainal Abidin NF, Dahari SNS (April 1, 2018) The effect of customer relationship tactics toward customer loyalty in banking industry. International Journal of Social Sciences and Education Research 4 2 381–392.
IEEE M. H. Kamarulzaman, N. F. Zainal Abidin, and S. N. S. Dahari, “The effect of customer relationship tactics toward customer loyalty in banking industry”, International Journal of Social Sciences and Education Research, vol. 4, no. 2, pp. 381–392, 2018, doi: 10.24289/ijsser.428486.
ISNAD Kamarulzaman, Masrul Hayati et al. “The Effect of Customer Relationship Tactics Toward Customer Loyalty in Banking Industry”. International Journal of Social Sciences and Education Research 4/2 (April 2018), 381-392. https://doi.org/10.24289/ijsser.428486.
JAMA Kamarulzaman MH, Zainal Abidin NF, Dahari SNS. The effect of customer relationship tactics toward customer loyalty in banking industry. International Journal of Social Sciences and Education Research. 2018;4:381–392.
MLA Kamarulzaman, Masrul Hayati et al. “The Effect of Customer Relationship Tactics Toward Customer Loyalty in Banking Industry”. International Journal of Social Sciences and Education Research, vol. 4, no. 2, 2018, pp. 381-92, doi:10.24289/ijsser.428486.
Vancouver Kamarulzaman MH, Zainal Abidin NF, Dahari SNS. The effect of customer relationship tactics toward customer loyalty in banking industry. International Journal of Social Sciences and Education Research. 2018;4(2):381-92.