The effect of customer relationship tactics toward customer loyalty in banking industry

Abstract

The purpose of this study is to examine the effects of how Customer Relationship Marketing Tactics (CRMTs) on customer loyalty in banking industry specifically the credit card users. Through data from credit card users of MBB and CIMB, we discuss five elements of CRMTs which are direct mail, preferential treatment, interpersonal communication, tangible rewards and membership and their influence on credit card users' loyalty towards their main banks. The credit card industry in Malaysia has been shrinking since the intervention from Bank Negara Malaysia in 2009 which has led to greater competition among credit card issuers. One reason being, customers nowadays are not loyal to their providers as they tend to switch to other substitute services and to other banks. Therefore, to retain the customers, successful Relationship Marketing can be achieved by considering customers' attitude towards their service provider through CRMTs. This will encourage both parties to appreciate the involvement in the relationship. This research findings' support that all CRMTs have significant relationship with credit card users' loyalty. Through multiple regressions, it was found that the most significance in contributing to credit card users' loyalty was membership and direct mail. Therefore, the outcome of this research provides a guide for MBB and CIMB and also other financial institutions in charting strategic actions to maintain and retain their existing customers.