Relationship marketing and customer retention : the case of Jordanian mobile telecommunications companies
Other Title(s)
التسويق بالعلاقات و الاحتفاظ بالعميل : حالة شركات الاتصالات الخلوية الأردنية
Dissertant
al-Qarallah, Arwa Abd al-Salam Salim
Thesis advisor
University
Mutah University
Faculty
Faculty of Business
Department
Department of Business Administration
University Country
Jordan
Degree
Master
Degree Date
2010
English Abstract
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.
Main Subjects
No. of Pages
70
Table of Contents
Table of contents.
Abstract.
Abstract in Arabic.
Chapter One : Introduction.
Chapter Two : Theoretical framework and literature review.
Chapter Three : Design and methodology.
Chapter Four : Data analysis and hypotheses testing.
Chapter Five : Findings and recommendations.
References.
American Psychological Association (APA)
al-Qarallah, Arwa Abd al-Salam Salim. (2010). Relationship marketing and customer retention : the case of Jordanian mobile telecommunications companies. (Master's theses Theses and Dissertations Master). Mutah University, Jordan
https://search.emarefa.net/detail/BIM-793516
Modern Language Association (MLA)
al-Qarallah, Arwa Abd al-Salam Salim. Relationship marketing and customer retention : the case of Jordanian mobile telecommunications companies. (Master's theses Theses and Dissertations Master). Mutah University. (2010).
https://search.emarefa.net/detail/BIM-793516
American Medical Association (AMA)
al-Qarallah, Arwa Abd al-Salam Salim. (2010). Relationship marketing and customer retention : the case of Jordanian mobile telecommunications companies. (Master's theses Theses and Dissertations Master). Mutah University, Jordan
https://search.emarefa.net/detail/BIM-793516
Language
English
Data Type
Arab Theses
Record ID
BIM-793516
