Presentation on theme: "Impact Of RMT & RQ On Customer loyalty"— Presentation transcript:
1 Impact Of RMT & RQ On Customer loyalty Alireza Alavi
2 Abstract RMT RQ Emotions CustomerLoyalty (Brand Reputation + Alternative Attractiveness)RQ(Trust)CustomerLoyalty(Retention Behavior)Emotions(Has a Impact On Behavior)
3 Competitive Environment IntroductionProblem StatementCompetitive EnvironmentLong term relationship strategy with customers is Top prioritiesResearch Questions1.Does Brand Reputation Impact On RQ?2.Does Alternative Attractiveness Impact On RQ?3.Does Emotions Impact On Customer Loyalty?4.Does Trust influence Customer Loyalty?Research PropositionH1.Brand Reputation Has a Positive Impact On TrustH2.Alternative Attractiveness Has a Positive Impact On TrustH3.Trust Has a Positive Impact On Customer Loyalty
4 Conceptual Relationship Marketing RMT’s RQ Customer Loyalty Commitment.Trust TheoryRMT’sBrand ReputationAlternative AttractivenessEmotionsRQRQ________(Trust) ________RMTCustomer LoyaltyNot only attracting new customers, but also holding on to existing customers
8 Methodology qualitative+ quantitative research method Interview with relevant target audienceQualitative results help to designing of questionnairessample of 382 student from public universitiescheck the reliability+ variable of the instrumentLikert-scale 1=strongly disagree to 5=strongly agreeData analyzed: structural equation modeling to test the hypothesized path model
9 ConclusionInfluence of customers to migrate from one service provider to another by implementing the RMTRefers to a new factor to the model known as EmotionsHighlights practical implications which help to a new understanding of the impact of proposed marketing tacticsHelp to provide a better understanding on the effectiveness RMT and development of strategiesGet a better picture of right relationship strategies to be implemented or strategically structure to achieve customer loyalty
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