Effectiveness of relationship marketing designs on enhancing customer loyalty as perceived by mobile network subscribers / by Irene Mae G. Duetes andJenina Monique G. Escover,
Material type:
TextLanguage: English Publication details: Indang, Cavite : Cavite State University- Main Campus, 2015.Description: xii, 68 pages : illustrations ; 28 cmContent type: - text
- unmediated
- volume
- 658.8 D86 2015
- College of Economics, Management and Developmental Studies (CEMDS)
| Item type | Current library | Collection | Call number | Materials specified | URL | Status | Notes | Date due | Barcode |
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Theses / Manuscripts
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Ladislao N. Diwa Memorial Library Theses Section | Non-fiction | 658.8 D86 2015 (Browse shelf(Opens below)) | Link to resource | Room use only | T-5781 | 00009410 |
Thesis (BS Business Management--Marketing Management) Cavite State University
Includes bibliographical references.
College of Economics, Management and Developmental Studies (CEMDS)
DUETES, IRENE MAE G. and ESCOVER, JENINA MONIQUE G. Effectiveness of Relationship Marketing in Enhancing Customer Loyalty as Perceived By Mobile Network Subscribers. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management, Cavite State University, Indang, Cavite. April 2015. Adviser: Ms. Mary Grace A. Ilagan.
The study was conducted to determine the effectiveness of relationship marketing on enhancing customer loyalty as perceived by mobile network subscribers. Specifically, the study aimed to: 1. determine the individual characteristics of mobile network subscribers in terms of gender and years in using mobile network; 2. identify the relationship marketing designs of mobile network providers; 3. determine the level of effectiveness of relationship marketing in terms of customer satisfaction, expectation of continuity and word of mouth; 4. identify relationship marketing design as the most indicative as perceived by mobile subscribers; 5. ascertain the relationship between individual characteristics of mobile network subscribers and the relationship marketing designs; 6. determine the relationship between individual characteristics of mobile network subscribers and effectiveness of relationship marketing designs; and 7. examine the relationship between customer relationship marketing designs and its level of effectiveness on enhancing customer loyalty. The study was conducted in all colleges of Cavite State University- Main campus. The participants of the study were the selected college students who were at least one year users of a specific unnamed mobile network provider with a total sample population of 388. Purposive sampling was used to identify the participants.
Three hundred eighty-eight college students participated in the study. Majority of the students were male which is 54 percent and have been subscribing for one to three years which fall to 43 percent. The level of effectiveness of relationship marketing designs was measured in terms of satisfaction, expectation of continuity and word of mouth. Results indicated that the effectiveness of relationship marketing designs were high in terms of satisfaction, expectation of continuity and word of mouth indicating that the relationship marketing designs were effective. The results also revealed that the brand image was the most indicative design for subscribers. Spearman Rank Correlation and Point-Biserial Correlation Coefficient were used to determine the relationship between individual characteristics of mobile network subscribers and relationship marketing designs and also the characteristics of mobile network subscribers and its effectiveness on enhancing customer loyalty. The results showed that the gender had a relationship with relationship marketing designs and its effectiveness on enhancing customer loyalty.
Submitted to the University Library 1/19/2016 T-5781