Impact of marketing activities on relationship quality in the Malaysian banking sector |
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| Institution: | 1. Department of Marketing and Logistics, College of Business, University of North Texas, Denton, TX 76203, United States;2. Department of Marketing and Management, College of Business and Entrepreneurship, Texas A&M University, Commerce, TX 75428, United States;1. Department of Economics, Sonoma State University, Rohnert Park, CA, USA;2. Sonoma Research Associates, Glen Ellen, CA 95442, USA;1. Department of Consumer Science, University of Pretoria, 0002 South Africa;2. Duale Hochschule Baden-Württemberg, Rudolfstraße 11, 88212 Ravensburg, Germany;1. Graduate School of Business Administration, University of Puerto Rico, San Juan, PR 00931, USA;2. Universite De Versailles, France;3. Salford Business School, University of Salford, Manchester M54WT, UK |
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| Abstract: | The current study investigates the impact of marketing activities on relationship quality in the Malaysian banking sector. Analysis of survey results show that greater client and employees' relational orientation yields higher relationship quality and results in better relationship continuity. Results also show that committed client relationships lead to client satisfaction, loyalty, positive word of mouth and promotion However, mutual disclosure was found to have no significant relationship with relationship quality.This may indicate that bank customers in Malaysia do not feel that having close relationships with the bank will have any positive impact on relationship quality. This particular finding may serve as a warning signal to practitioners and scholars alike that thorough research must be carried out on the use of relationship marketing prior to implementation. |
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| Keywords: | Relationship marketing Services marketing Relationship management Financial institutions LISREL model |
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