Word of mouth communication: A mediator of relationship marketing and customer loyalty
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Date
2019
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Cogent Business & Management
Abstract
A cross-sectional and quantitative study design, with the aim of
explaining the relationship between relationship marketing and customer loyalty,
and the mediating role of word of mouth in this relationship was undertaken. A
sample of 384 was determined from a population of the mobile telecommunication
users based on Krejcie & Morgan sampling framework. The study utilized 384
questionnaires. The authors conducted confirmatory factor, correlation, regression,
mediation and SEM for analysis, interpretation and results.
While trust, relationship satisfaction and reciprocity components of relationship
marketing have been found to be significant predictors of customer loyalty in other
studies, our study findings reveal contrasting results. This is a unique finding in our
study. However, in line with earlier studies, our findings indicate a positive significant
relationship between relationship marketing components of communication,
commitment and customer loyalty. The study also finds a significant positive relationship
between the relationship marketing components of communication and
commitment and word of mouth and a significant positive relationship between
word of mouth and customer loyalty. Telecommunication companies should pay
attention to relationship encounters that build commitment, should develop targeted
communication channels which build positive word of mouth communication.This will ultimately create loyal customers for mobile telecommunication
companies.
Description
Keywords
Uganda’s ICT sector, Mobile telecommunications, Word of mouth, Relationship marketing
Citation
Ngoma, M., & Ntale, P. D. (2019). Word of mouth communication: A mediator of relationship marketing and customer loyalty. Cogent Business & Management. https://doi.org/10.1080/23311975.2019.1580123