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How relationship marketing tactics affect customer satisfaction: Evidence of supermarket industry
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Within the competitive marketing environment, companies are faced with many challenges to stay competitive. Companies are consistently trying to establish the longterm relationship with customers by satisfying them as much as possible. Since relationship marketing has highly-discussed concerns building the long-term relationship and improve customer satisfaction, the study aims to describe how different relationship marketing tactics affect customer satisfaction. According to previous scholars, four different major relationship marketing tactics were selected to investigate and described in the study, which are the quality of service, price perception, brand perception and value proposition. The authors developed a theoretical framework by reviewing previous works of literature to see how companies use relationship marketing tactics as a business strategy to develop customer satisfaction. The method of quantitative research was applied to this study and a online questionnaire was used to collect data. In results chapter, the authors tested descriptive analysis, reliability, validity, regression analysis by analyzing the empirical findings. There are three hypotheses accepted and one rejected. In the end of this paper, the authors analyzed and described the data in detail and revealed the effect of each relationship marketing tactics on customer satisfaction. Limitation of this study and further research are also presented.

Place, publisher, year, edition, pages
2017. , 86 p.
Keyword [en]
Customer satisfaction, relationship marketing tactics, quality of service, price perception, brand perception, value proposition.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-65291OAI: oai:DiVA.org:lnu-65291DiVA: diva2:1109341
Subject / course
Business Administration - Other
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2017-06-14 Created: 2017-06-14 Last updated: 2017-06-14Bibliographically approved

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Huang, WeiyangZhu, HongyuPan, Yuxin
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CiteExportLink to record
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Citation style
  • apa
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