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All Journal Gadjah Mada International Journal of Business
Hoang, Dung Phuong
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Economics, Econometrics & Finance

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Linking Relationship Marketing to Customer Loyalty in The E-Banking Context: The Central Role of Customer Satisfaction Hoang, Dung Phuong; Nguyen, Nam Hoai
Gadjah Mada International Journal of Business Vol 26, No 1 (2024): January - April
Publisher : Master in Management, Faculty of Economics and Business, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/gamaijb.73450

Abstract

This research examines the interrelationships between relationship marketing, customer satisfaction and customer loyalty in e-banking’s context. The study was conducted in two phases: In-depth interviews and a quantitative survey with a sample of 690 Vietnamese individual and corporate e-banking customers. The research results show that customer satisfaction mediates the impact of relationship marketing on customer loyalty among individual customers. Meanwhile, instead of customer satisfaction, relationship marketing significantly and directly contributes to the loyalty of the corporate customer group. The significance and magnitude of the effects that the five dimensions of relationship marketing’s effectiveness have on customer satisfaction and loyalty, which include the banks’ commitment, customer experience, process-driven approach, service reliability and application of technology, are also different between the two customer segments. This study theoretically contributes to the research stream regarding the mechanism underlying the relationship between relationship marketing’s effectiveness and customer loyalty in the e-banking context, and proposes practical implications for commercial banks to effectively apply relationship marketing in the virtual business environment.
Co-Authors Nguyen, Nam Hoai