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Title:	The effects of relationship marketing orientation, customer orientation, perceived, perceived value, satisfaction towards customer retention of travel agency
Authors:	Suraya Akmar Mokhtaruddin (ZP02491)
Supervisor:	Che Aniza Che Wel, Assoc. Prof. Dr.
Keywords:	Tourism industry Customer relationship Universiti Kebangsaan Malaysia -- Dissertations Dissertations, Academic -- Malaysia
Issue Date:	24-Jul-2019
Description:	The rapid change in the information technology has reshaped consumer buying behaviour and market competitiveness of the tourism industry. Therefore, in order to survive in this industry, one of the competitive strategies is to enforce customer relationship as a differentiation strategy to gain competitive advantage and profitability. In recognizing the critical role of customer- relationship, this study aims to explore and empirically test the relationship of marketing orientation (RMO) and customer orientation (CO) on customer retention (CR), and the mediating role of customer perceived value (CPV) and customer satisfaction (CS). The research framework is developed from the synthesis of previous literature and the underpinning theory is adopted from Stakeholder and Social Exchange Theory. This study adopts the positivist, deductive and quantitative approach in testing the conceptual framework. The data gathered by this study is through purposive sampling of 363 experience customers of travel agencies and it was analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings indicate that, eight (8) out of twelve (12) hypothesized relationships are significant. However, two (2) out of eight (8) having direct relationships shows an insignificant relationship with the dependent variable. The insignificant relationships are between customer orientation and customer perceived value of customer retention. Customer satisfaction is found to be a good mediator between the relationship of both: (i) relationship marketing orientation and customer retention and (ii) customer orientation and customer retention. However, customer perceived value do not act as a mediator in the above relationship. The travel agencies should be cognizant of the importance of applying relationship marketing orientation and customer orientation to enhance customer satisfaction and thus achieving competitive advantage. However, more emphasis should be stressed on relationship marketing orientation, since it drives customer satisfaction and customer retention.,Ph.D
Pages:	242
Publisher:	UKM, Bangi
Appears in Collections:	Faculty of Economy and Management / Fakulti Ekonomi dan Pengurusan

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