An Analysis Of Relationship Marketing And Customers’ Loyalty: An Evidence From Commercial Banks

Abstract

This study aimed to examine the relationship marketing and customers’ loyalty. The relationship marketing is observed with indicators of trust, communication, commitment, and empathy. The data was collected from respondents of commercial banks of Khairpur like MCB, Al-Fallah and Habib bank. The reliability of scales was examined through SPSS and same software was used for descriptive statistics. Structural equation modelling (SEM) was used as inferential statistical technique with the help of AMOS software. The results show that relationship marketing shows positive significant impact on customers’ loyalty. In addition, dimensions of customer relationship such as trust, communication, commitment, and empathy have positive impact on customers’ loyalty. The study is very crucial for marketers and strategic marketing policy makers.