The Impact of Relationship Marketing on Customer Loyalty in the Tour and Travel Companies in Malaysia During Cov-19 Pandemic: Parallel Mediation of Social Media and Relationship Quality

Abstract

The aim of this research was to examine the parallel mediating effect of social media and relationship quality between relationship marketing and customer loyalty. A series of regression analysis provided the statistical result that tested the hypothesis proposed in this research. The total population of the travel and tourism firms registered with the Ministry of Tourism, Arts and Culture was 4746. The results of this study were obtained from data collected through 361 out of 600 self-administered questionnaires. A series of regression analysis assessed the impact of relationship marketing on customer loyalty in the tour and tourism companies in Malaysia. The results indicated that social media platforms utilised and the application of relationship quality are statistically significant and mediates the relationship between relationship marketing and customer loyalty. It can be concluded accurately from the literature and the statistical analysis conducted that there is concrete evidence that relationship marketing impacts customer loyalty. The intervening variables tested were social media use and relationship quality. The outcomes verified that social media and relationship quality are crucial factors that induces customer loyalty. Both social media and relationship quality defines how the effects between relationship marketing and customer loyalty occur. The mediating effects of social media and relationship quality between relationship marketing and customer loyalty are the actual factors that generate customer loyalty which then leads to customer retention and repeat purchase in the travel and tourism sector in Malaysia.
 
 <p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/edu_01/0895/a.php" alt="Hit counter" /></p>

A Study on the Influence of Eco-Friendly Factors That Inspire Consumers' Purchasing Intention in Klang Valley, Malaysia

“…As technology has developed, social media has emerged as one of the most efficient eco-friendly channels for green marketing (Kanapathipillai, 2021). Marketers can leverage the social media platform's controllable elements to sway their target market's opinions, information, and behaviour (Kanapathipillai & Mahbob, 2021). Interesting conclusions include environmental concerns and consumer beliefs that influence their environmental views, eco-labelling (EL), green packaging and branding (GPB), green products, premium pricing (GPPP), and eco-products (EP).…”

Cracking the Code: What Makes Malaysian Millennials Embrace Mobile Technology?

“…The survey concluded that mobile payments and transactions were crucial for Malaysian consumers via mobile technologies (Kanapathipillai & Kumaran, 2022;Benedict, 2020). They also indicated that customer loyalty could be promoted through quality mobile technologies (Kanapathipillai & Mahbob, 2021).…”

How Social Media moderates the impact of Service Quality and Customer Satisfaction on Consumer Loyalty

“…Using the theoretical approach that will be taken in this part, we will be able to gain a broader understanding of how customers' use of social media promotes the qualities of relationship marketing that ultimately lead to customer loyalty. Additionally, previous research has shown that social network marketing is an essential component in modifying customer loyalty, which is one of the outcomes of relational marketing, as well as customer purchase intention (Kanapathipillai & Mahbob, 2021). With the advent of the Internet, consumers can be more aware of products and services as well as be in contact with vendors on a more frequent basis, thus increasing brand loyalty (Hutter K. et al, 2018).…”

“…Researchers have examined the impact of the relationship between Service Quality and Consumer Loyalty, as well as the moderating effect of social media on the relationship between them. Studies have shown that social media and the quality of service affect customer loyalty in the long run (Kanapathipillai & Mahbob, 2021). A company's overall performance can be assessed by comparing its performance to the customer's general expectations of how that particular industry's businesses should perform and how those expectations compare with the experience of a particular service firm (Parasuraman et al, 1988).…”