文章基本信息

标题：Predictors of Customer Loyalty in the Malaysian Hotels’ Outsourcing Relationships
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作者：Maria Abdul Rahman ; Yusniza Kamarulzaman
期刊名称：International Review of Management and Marketing
电子版ISSN：2146-4405
出版年度：2016
卷号：6
期号：8S
页码：205-211
语种：English
出版社：EconJournals
摘要：The success of a firm in an outsourcing relationship depends on the loyalty of a business customer towards its service providers. Therefore, it is crucial for service providers to focus on relationship marketing strategies to increase their customers’ loyalty. However, there is little agreement as to which relationship marketing strategies that should be used to maintain customer loyalty. This study intends to examine the relationships between relational norms, relationship quality, and customer loyalty. Data collected from 159 hotel managers were analyzed using Partial Least Squares. Results of this study revealed that relational norms and relationship quality are positively related to customer loyalty. Keywords: Customer loyalty, outsourcing, Partial Least Squares, relational norms, relationship quality JEL Classifications: M31, M39
其他摘要：The success of a firm in an outsourcing relationship depends on the loyalty of a business customer towards its service providers. Therefore, it is crucial for service providers to focus on relationship marketing strategies to increase their customers’ loyalty. However, there is little agreement as to which relationship marketing strategies that should be used to maintain customer loyalty. This study intends to examine the relationships between relational norms, relationship quality, and customer loyalty. Data collected from 159 hotel managers were analyzed using Partial Least Squares. Results of this study revealed that relational norms and relationship quality are positively related to customer loyalty. Keywords: Customer loyalty, outsourcing, Partial Least Squares, relational norms, relationship quality JEL Classifications: M31, M39