The Impact of Relationship Marketing on the Customer Loyalty

章节
发表日期：

2024年

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Nancy S. Alajarmeh,
Fatima Lahcen Yachou Aityassine,
Abed Elkareem Alzoubi,
Zeid Naiel Aissa Al-Fugaha,
Saed Majed Zighan,
Mazen Alzyoud,
Najah Al-Shanableh,
Anber Abraheem Shlash Mohammad,
Sulieman Ibraheem Shelash Al-Hawary,
Abdullah Matar Al-Adamat

摘要

This study aims to test the impact of relationship marketing on achieving loyalty among retailers. Therefore, it was focused on retailers of cloths industry in Jordan. Data were primarily collected through self-reported questionnaires which were distributed to a random sample of 360 respondents. This study was conducted structural equation modeling (SEM) to test hypotheses. The results show that all relationship marketing dimensions have a positive impact on loyalty. Based on the discussion of the results of the study, the results recommend the need to maintain a level of commitment with retailers because this has the greatest impact on obtaining their loyalty.