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New Index
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Item
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THE EFFECT OF RELATIONSHIP MARKETING PRACTICES ON CUSTOMER LOYALTY IN PANN THITSAR TEXTILE TRADING CO., LTD (Aye Su Nandar, 2019)
http://hdl.handle.net/20.500.12678/0000001041
http://hdl.handle.net/20.500.12678/0000001041b9c1f685-f01f-4a8a-9a7e-8b530ca8a261
c8a0ce99-7f35-4e5c-8ab3-9e00eb35085f
Name / File | License | Actions |
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![]() |
Publication type | ||||||
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Thesis | ||||||
Upload type | ||||||
Other | ||||||
Title | ||||||
Title | THE EFFECT OF RELATIONSHIP MARKETING PRACTICES ON CUSTOMER LOYALTY IN PANN THITSAR TEXTILE TRADING CO., LTD (Aye Su Nandar, 2019) | |||||
Language | en | |||||
Publication date | 2019-12-01 | |||||
Authors | ||||||
Aye Su Nandar | ||||||
Description | ||||||
This study aims to investigate the effect of relationship marketing practices on relationship quality, which in turn increase customer loyalty towards Pann Thitsar Textile Trading Co., Ltd. The datas are collected from 117 wholesale customers of Pann Thitsar Textile Trading Co., Ltd. with structured questionnaires. Findings of the study reveal that except from expertise of seller, all four of relationship marketing practices: commination, service quality, perceived value, customization are key practices to get relationship quality in terms of satisfaction, trust and commitment. The analysis confirms the relationship marketing practices have the positive and significant effect on relationship quality and customer loyalty of the customers in Pann Thitsar Textile Trading Co., Ltd. Relationship quality is driving force to maintain customer loyalty towards Pann Thitsar Textile Trading Co., Ltd. Relationship quality can be built up through providing good communication, good quality of services, perceived benefits, competence of sellers and customized products for customer’s unique needs effectively. |
||||||
Journal articles | ||||||
Yangon University of Economics | ||||||
Thesis/dissertations | ||||||
Yangon University of Economics | ||||||
Daw Myo Thanda Htun |
1126
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