Relationship Marketing and Customer Loyalty in Vietnam Cosmetics Market
Journal Title: The International Journal of Social Sciences and Humanities Invention - Year 2017, Vol 4, Issue 6
Abstract
For the purpose of examining the impact of relationship marketing on customer loyalty in HCM City Cosmetic market, the author carried out this study using quantitative approach via survey. A questionaire derived from previous study and was modified throughgroup discussion among 20 customers then officially conducted with the sample of 318 people. The result shows that among relationship marketing underpinnings, 5 variables: trust, commitment, communication, conflict handling, shared value have positive influence on customer loyalty, shared value is more important than others. There are some research limitations as the data analysed were collected from one sector of the industry in one country, the relationships investigated here deserve further researchs onother sectors or study development by modifying relationship marketing variables. However, research provides insights on the importance of relationship marketing integral elements. With the information supplied, cosmetic brands can enhance their effectiveness of marketing strategy, attain marketing success by focusing on 5 key characteristics affecting customer loyalty.
Authors and Affiliations
Lê Giang Nam1, Nguyen Dam Nhat Thi2, Nguyen Thi Thao Quynh3
Keywords
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