Generating Customer Loyalty in an Emerging Competitive Market: A Banking Industry Study

Abstract

Existing streams of literature are integrated to propose a conceptual framework that highlights the impact of relationship marketing on customer loyalty and its outcomes. The framework aims to provide insights into the underpinnings of relationship marketing. Using empirical research, the study identifies three elements of relationship marketing like trust, commitment and conflict-handling as the antecedents of customer loyalty. Significant outcomes of customer loyalty are also identified. The findings of this study have important implications for firms aiming to build customer loyalty and retention. From a managerial perspective, this study sheds some light on the elements of relationships and outcomes that may be identified as critical for firms in a competitive environment.