IMPACT OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY FOR INTERNET BANKING IN PAKISTAN

Abstract

Purpose-The research paper intends to find out the impact of relationship marketing, based on three variables; Service Quality, Perceived Value, Trust, on Customer Loyalty. Methodology & Design - The study was conducted on a cross sectional basis, and the data was collected from 400 respondents through questionnaires. The data collected through these respondents was analyzed through linear regression analysis. Findings - The findings extracted from the analyzed data show that there is a significant impact of Service quality and Trust on Customer loyalty. However, perceived value did not have any significant impact on Customer loyalty. Limitations - Even though the reported findings were proposed on the basis of a thorough study of the data gathered from the respondents, there still remain chances that the findings may not apply generally since the research was limited on a single time period and was conducted only within Karachi. Recommendations — It is recommended that marketers pay uninterrupted attention to relationship marketing; specifically, to Service Quality and Trust, in order to retain the existing loyal customers and to expand the number of loyal customers