The Effect of Relationship Marketing on Customer Loyalty: The Case of SAS Pharmacies
| dc.contributor.advisor | Getie Andualem (PhD) | |
| dc.contributor.author | Mintesnot Gashaw | |
| dc.date.accessioned | 2024-01-29T11:53:47Z | |
| dc.date.available | 2024-01-29T11:53:47Z | |
| dc.date.issued | 2023-05 | |
| dc.description.abstract | This study aimed to investigate the influence of relationship marketing on customer loyalty in the context of SAS Pharmacy. Using a quantitative approach with a deductive and descriptive research design, the four dimensions of relationship marketing (trust, commitment, communication, and satisfaction) were chosen as independent variables, while customer loyalty was examined as the dependent variable. Statistical analysis was performed using SPSS version 26, utilizing correlation and multiple linear regression techniques. A total of 384 questionnaires were distributed, resulting in a high response rate of 97.65% with 375 completed questionnaires returned. The findings indicated that trust and satisfaction exhibited a significant and positive relationship with customer loyalty. However, the relationship between commitment and communication with customer loyalty was found to be insignificant. Consequently, two hypotheses were accepted while two hypotheses were rejected. The results revealed that relationship marketing accounts for approximately 41.6% of the observed loyalty among customers at SAS Pharmacy. These findings provide valuable insights into the importance of trust and satisfaction in fostering customer loyalty within the pharmaceutical retail industry and contribute to a better understanding of relationship marketing strategies that can potentially enhance customer loyalty and drive business growth | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/1593 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.subject | Relationship Marketing | |
| dc.title | The Effect of Relationship Marketing on Customer Loyalty: The Case of SAS Pharmacies | |
| dc.type | Thesis |