Impact of Relationship Marketing Tactics (RMT's) & Relationship Quality on Customer Loyalty: A Study within the Malaysian Mobile Telecommunication Industry

Today's business is becoming extremely competitive and challenging. As such, continuous development of mutual long term relationship strategy with customers has been one of the top priorities for most companies recently. By looking specifically into Pull-Push-Mooring (PPM) Migration model and Commitment-Trust Relationship Marketing Theory, the proposed study aims to examine the impact of relationship marketing tactics (RMT's) and relationship quality on customer loyalty. Three types of RMT's (labelled as Pull and Mooring factors) and RQ dimension are proposed and to be tested. Specifically, this study intends to assess the impact of RMT's Brand Reputation and Alternative Attractiveness on RQ's - Trust, which in turn, then lead to customer loyalty in terms of retention behavior. In addition, the study also aims to determine whether Emotions have a direct impact on such behavior.