The impacts of relationship marketing orientation on relational response behaviours Online publication date: Thu, 01-Sep-2016
by Emine Mediha Sayil; Aysegul Donmaz; Gulhayat Golbasi Simsek; Ayse Akyol
International Journal of Mobile Communications (IJMC), Vol. 14, No. 5, 2016
Abstract: This study aims to investigate the direct and indirect impacts of relationship marketing orientation (RMO) components - trust, competency, commitment, communication and conflict handling - on customers' relational response behaviours, such as satisfaction, loyalty, and positive word of mouth (WOM), in the Turkish mobile telecommunications industry. A total of 230 usable questionnaires were collected in Istanbul, Turkey, in August 2013 using convenience sampling. After confirmation of the measurement model, the direct and indirect effects of RMO components on customers' relational response behaviours were analyzed using path analysis and the product of path coefficients. The findings show that all the RMO components, except competency, have significant positive impacts on relational response behaviours. Of all the RMO components, trust has the strongest positive impact on satisfaction and positive WOM, whereas conflict handling has the strongest positive impact on loyalty. In addition, of all the variables, satisfaction has the strongest direct impact on loyalty, and loyalty has the strongest direct impact on positive WOM in Turkey's mobile telecommunications industry.
Online publication date: Thu, 01-Sep-2016
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Mobile Communications (IJMC):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email email@example.com