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Authors: Rickard Neij and Sofia MårtenssonTutor: Dr Mosad ZineldinTitle: Customer loyalty across industries- a quantitative study in a Swedish retailsetting on the impact of relationship marketing.Background: Relationship marketing is defined as the focus of marketing activitieson establishing, developing, and maintaining, long- term relationships. Simplyexplained, key elements of relationship marketing strategies are to make customerssatisfied and remain as customers. Some of the retail industry characteristics are thatit is highly competitive and customers have a tendency to easily switch supplier,therefore knowing how to create long-lasting customer loyalty is key for acompetitive position.Aim of this study: The aim of this study is to explain how the relationship marketingelements total quality, satisfaction, commitment, and trust impacts customer loyaltyacross industries, specifically grocery and clothing retail. Furthermore, to explainwhether customers value retail store qualities differently depending on the industry.Method: This research was conducted with a deductive quantitative approach. Thedata was gathered with a questionnaire.Conclusion: This study has concluded that the relationship variables have to differentextents varied impact on customer loyalty, dependent on the industry. Furthermore,quality dimensions are valued somewhat differently depending on the industry, aswell as quality factors. |
