Relationship Marketing and Customer Loyalty
The Moderating Effect of Relationship Duration, Strength, and Intensity
Bibliographic Data
| ID | 21737622 |
|---|---|
| Authors | Albert Martins (0000-0002-3205-1465, University of Professional Studies), Kris Hilton (University of Cape Coast), Sam Kris Hilton (0000-0001-5022-0640, University of Cape Coast, corresponding author), Grace Quaye (University of Professional Studies), Andaratu Achuliwor Khalid (0009-0009-9849-5307, University of Professional Studies) |
| Year | 2025 |
| Volume | 26 |
| Issue | 3 |
| Pages | 578-593 |
| Publication date | 2025-07-03 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of African Business (JOURNAL) |
| Journal identifiers | ISSN: 1522-8916 • E-ISSN: 1522-9076 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/15228916.2024.2361506 |
| OpenAlex | W4399293420 |
| Language | EN |
| Citations received | 1 |
| References cited | 37 |
Research shows that relationship marketing and customer loyalty are significantly correlated without considering the time or intensity dimension of the relationship. So, this study investigates whether relationship duration, strength, and intensity moderate the association between relationship marketing and customer loyalty in an emerging market. We adopt a quantitative research approach and a cross-sectional survey design to collect the data from 500 customers in the fund management industry of Ghana. We analyze the data using descriptive statistics, Pearson correlation and hierarchical regression model. The results reveal that the four relationship marketing dimensions (i.e. trust, commitment, communication, and conflict handling) have a significant positive association with customer loyalty. Furthermore, relationship strength and intensity significantly augment and moderate the association between relationship marketing dimensions and customer loyalty. However, relationship duration could neither augment nor moderate the association between the relationship marketing dimensions and customer loyalty. We have made a significant contribution to literature by establishing the effectiveness of relationship strength and intensity as moderators on the association between relationship marketing dimensions and customer loyalty in the fund management industry of an emerging market
Art · Business · Loyalty · Loyalty business model · Marketing management · Relationship marketing · Service quality · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Technology Adoption and User Behaviour · Marketing
An Investigation into the Determinants of Customer Satisfaction
Developing Buyer-Seller Relationships
Relationship Marketing of Services--Growing Interest, Emerging Perspectives
The Commitment-Trust Theory of Relationship Marketing
Common method biases in behavioral research
Sources of Method Bias in Social Science Research and Recommendations on How to Control It
Understanding the salience of cultural dimensions on relationship marketing, it’s underpinnings and aftermaths
Research Concepts for Management Studies
| Citations per year | 1 |
|---|---|
| Citation span | 2025 - 2025 (1) |
| Highly cited | No |