1. Relationship marketing and customer loyalty Instructor: Dr. Pi-Ying Teresa Hsu Presenter: Han-Ming Jeffrey Chen Date: Oct. 22, 2009

3. Contents Reflection Introduction Literature Review Methodology Result & Conclusion

7. Research Framework Trust Customer Loyalty Commitment Communication Conflict Handling

9. The “underpinnings” of relationship marketing Communication Commitment Conflict handling Relationship marketing Trust

14. Methodology Participants 220 bank customers Place in Kota Kinabalu, Malaysia Period ? Sampling Quasi-random sampling Instrument Questionnaire

15. Questionnaire Trust Commitment Communication Conflict Handling (Churchill & Surprenant, 1982) Customer Loyalty (Morgan & Hunt, 1994) (Bloemer et al, 1999) the 5-point Likert Scale Strongly disagree Strongly agree 1 2 3 4 5 Dimensions Sources

16. Results Gender Male : Female = 42% : 58% Age 27% of all respondents were over 40 years age . Education 43% of all respondents were graduate . Years 42% : 11 years or more 39% : between 6 and10 years 19% : 5 years or less

17. Reliability estimates

18. Relationship between RM underpinnings and customer loyalty p-value < .05

20. Reflection Long-term relationship between the service providers and accepters Relationship Marketing

21. Thank you for your attention!