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  1. Yangon University of Economics
  2. Master of Business Administrations (MBA/EMBA)

THE EFFECT OF RELATIONSHIP MARKETING PRACTICES ON CUSTOMER LOYALTY IN PANN THITSAR TEXTILE TRADING CO., LTD

http://hdl.handle.net/20.500.12678/0000001041
http://hdl.handle.net/20.500.12678/0000001041
b9c1f685-f01f-4a8a-9a7e-8b530ca8a261
6c91f5f2-3432-4617-bc19-fee100c809a2
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Aye Aye Su Nandar (MBA - 49).pdf (930 Kb)
Publication type
Thesis
Upload type
Publication
Title
Title THE EFFECT OF RELATIONSHIP MARKETING PRACTICES ON CUSTOMER LOYALTY IN PANN THITSAR TEXTILE TRADING CO., LTD
Language en
Publication date 2019-12
Authors
Aye Su Nandar (MBA - 49)
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.
Identifier https://ecor.yueco.edu.mm/handle/123456789/800
Journal articles
Yangon University of Economics
Conference papaers
Books/reports/chapters
Thesis/dissertations
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