The Impact of relationship marketing on customer loyalty

Details

Supervisors

Assoc. Prof. Dr. Kristina Zikiene

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

This diploma paper investigated the impact of relationship marketing and its components on customer loyalty. The paper consists of three main parts- the theoretical, empirical and recommendation parts. The research aim of this paper is to provide recommendations for the use of relationship marketing and its components based on the theoretical analysis, survey and qualitative analysis of the Vinted brand. The research problem was to identify what impact does relationship marketing have on customer loyalty. The research object is the impact of relationship marketing on customer loyalty. The research methodology utilized in this paper is firstly a literature review was done using articles and journal publications, and then a content analysis was done to get knowledge of existing practices of the Vinted brand and lastly survey was conducted to collect data from customers of the Vinted brand in the Lithuanian market. The main results showed that all the components of relationships marketing are essential to achieve customer loyalty but proved customer satisfaction to be the component with the highest impact on the customer. Then followed by trust, communication while commitment and conflict handling showed a lesser impact compared to the other components. The main conclusions obtained from the analysis of this research is that all of the constructs are essential in achieving the loyalty of customers, customers are impacted greatly when they gain satisfaction with a certain brand’s product/services, relationship marketing is also beneficial to the customers as it is to the company, the effective application of the different relational components will not only keep customer loyal but turn them to natural ambassadors of the brand and will recommend to their friends and relatives.