Relationship marketing and customer retention : the case of Jordanian mobile telecommunications companies

العناوين الأخرى

التسويق بالعلاقات و الاحتفاظ بالعميل : حالة شركات الاتصالات الخلوية الأردنية

مقدم أطروحة جامعية

al-Qarallah, Arwa Abd al-Salam Salim

مشرف أطروحة جامعية

Awwad, Muhammad S.

الجامعة

جامعة مؤتة

الكلية

كلية إدارة الأعمال

القسم الأكاديمي

قسم إدارة الأعمال

دولة الجامعة

الأردن

الدرجة العلمية

ماجستير

تاريخ الدرجة العلمية

2010

الملخص الإنجليزي

This study aimed to examine the relationship between relationship marketing and customer retention under the moderating effects of relationship quality (trust and commitment) in the Jordanian telecommunications companies.

Data were collected through using a questionnaire which is consisted of 26 “likert” type items from a judgmental sample of (426) Jordanian undergraduate students , data were analyzed using SmartPLS 2.0 M3 release to determine the interactions between the various constructs.

The results support the direct effect of relationship marketing on customer retention, customer trust and customer commitment, and a positive indirect effect on customer retention through customer trust and commitment.

Furthermore, relationship marketing has an indirect effect on customer commitment through customer trust as will as a direct positive effect of trust on commitment, and indirect effect on customer retention through commitment.

Moreover each of customer trust and commitment has a positive direct effect on customer retention.

Finally, the study has suggested some results and recommendations, and also some directions for future research were proposed.

التخصصات الرئيسية

إدارة الأعمال

عدد الصفحات

70

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-793516