Abdul Rahman, Maria and Kamarulzaman, Yusniza (2016) Predictors and customer loyalty in the Malaysian hotels' outsourcing relationships. International Review of Management and Marketing, 6 (S8). pp. 205-211. ISSN 2146-4405

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Abstract

The success of a firm in an outsourcing relationship depends on the loyalty of a business customer towards its service providers. Therefore, it is crucial for service providers to focus on relationship marketing strategies to increase their customers’ loyalty. However, there is little agreement as to which relationship marketing strategies that should be used to maintain customer loyalty. This study intends to examine the relationships between relational norms, relationship quality, and customer loyalty. Data collected from 159 hotel managers were analyzed using Partial Least Squares. Results of this study revealed that relational norms and relationship quality are positively related to customer loyalty.

Item Type:	Article
Additional Information:	Special Issue for "International Conference on Applied Science and Technology (ICAST) 2016, Malaysia"
Uncontrolled Keywords:	Customer Loyalty, Outsourcing, Partial Least Squares, Relational Norms, Relationship Quality
Subjects:	H Social Sciences > HF Commerce
Divisions:	School of Business Management
Depositing User:	Mrs. Maria Abdul Rahman
Date Deposited:	02 Mar 2017 01:32
Last Modified:	02 Mar 2017 01:32
URI:	https://repo.uum.edu.my/id/eprint/21258

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