| Abstrakt: |
Financial service providers are under constant pressure to renovate their relationship marketing (RM) strategies to both attract and retain customers while remaining competitive. Due to the increasing adoption of electronic customer relationship platforms, this study extended the RM theory by validating online interaction alongside the established dimensions of RM, including trust, commitment, competence, communication, and conflict handling. Thus, this study investigated the RM dimensions and their influences on brand image and customer loyalty. This research employed a quantitative approach to a dataset comprising 400 bank customers. The proposed model was evaluated through the partial least squares structural equation modelling (PLS-SEM) method, employing SmartPLS-4. The results showed that all dimensions, except conflict handling, influenced customer loyalty. Furthermore, the study revealed significant mediating effects of brand image in the relationship between RM dimensions and customer loyalty. This research illuminates how relationship marketing shapes brand image and fosters loyalty in financial services. |
