The Impact of Trust, Communication, Commitment, And Conflict Handling on Customer Loyalty: An Empirical Evidence from Banks in Lahore, Pakistan

Abstract

Relationship marketing is emerging as a new phenomenon however; relationship oriented marketing practices date back to the pre-Industrial era. This study expressed that how relationship marketing helps to build the customer loyalty. Relationship marketing has been measured through following indicators such as trust, communication, commitment, and conflict handling. 122 questionnaires were administered to customers of banks and all of that questionnaire has been taken to evaluation. Relationship marketing contributes significantly to customer loyalty and predicts thirty percent of the variation found. Trust and communication in the relationship marketing contribute significantly to customer loyalty and customer loyalty is not contributed significantly by commitment and conflict handling in the relationship marketing.And, also there is a significant mean different in customer loyalty among different age groups