Identifying the Association between Relationship Marketing and Customer Loyalty at ABC Bank in Assumption University Campuses: A Case Study based on the Student’s Point of View

Abstract

Relationship marketing is a marketing technique aimed at the development of long term customer relationships. This marketing technique is aimed at retaining existing customers rather than to attract newer customers. The main objective of this research study is to determine whether bonding, trust, commitment, communication, competence and conflict handling dimensions of relationship marketing have a significant relationship with customer satisfaction and customer loyalty variables among banking customers. The researcher identified the student customers of ABC Bank having an account at Hua Mak or Suvarnabhumi campuses of Assumption University Thailand as the target respondents. The study was carried out in 2015 on a convenience sample of 400 respondents. Reliability and internal consistency of the questionnaire were tested using Cronbach’s Alpha. The hypotheses were tested using Pearson’s correlation and the results showed that there is a significant positive relationship between all the six dimensions of relationship marketing on customer satisfaction. The researcher also found that there is a significant positive relationship between customer satisfaction and customer loyalty.