Business, Management and Accounting
6 years ago

Building Trust and Empathy Boosts Customer Loyalty in Malaysian Banks

The Impact of Relationship Marketing On Customer Loyalty in Malaysian Banks
Ruijie Zhou

Paper Summary

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The article explores how relationship marketing helps Malaysian banks keep loyal customers. Trust, competence, commitment, conflict handling, and empathy all play a significant role in building customer loyalty. By focusing on these aspects, banks can attract and retain more customers in a competitive market. The study used questionnaires from 250 Malaysian bank customers to analyze the relationship between relationship marketing dimensions and customer loyalty. The findings show that these dimensions have a positive impact on customer loyalty, highlighting the importance of building strong relationships with customers for banks to succeed.