Normal view MARC view ISBD view

Influence of relationship marketing on customer loyalty of selected salon in Dasmariñas City / by Maricon V. Algara.

By:

Algara, Maricon V [author]

Contributor(s):

Material type: Text

TextLanguage: English Publication details: Indang, Cavite : Cavite State University- Main Campus, 2016.Description: xvii, 56 pages : illustrations ; 28 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

Subject(s):

DDC classification:

658.8 Al1 2016

Online resources:

Click here to view thesis abstract and table of contents

Production credits:

College of Economics, Management, and Development Studies (CEMDS)

Abstract: ALGARA, MARICON VELANDO, CARISTEA, MARLON ENTRATA, DUCANTE, GERALYN PEDROSA. Influence of Relationship Marketing on Customer Loyalty of Selected Salon in Dasmarinas City.Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management, Cavite State University, Indang, Cavite. April 2016.Adviser: Dr.Florindo C. Ilagan. This study was conducted to determine the influence of relationship marketing on customer loyalty of selected salon in Dasmarinas City. Specifically, it aimed to: (1) determine the demographic profile of customers of salon in Dasmarinas City in terms of: gender, age, civil status and years being a customer in the salon; (2) determine the extent of relationship marketing tactics of salon in Dasmarinas City in terms of service quality,price, facilities and others; (3)determine the degree of loyalty of customer towards salon in Dasmarinas City; (4) determine the significant difference in the loyalty of customer of salon in Dasmarifias City when they are grouped according to demographic profile; (5)determine the relationship of demographic profile to the degree of loyalty towards salon in Dasmarinas City and (6) determine the influence of relationship marketing tactics to loyalty of customer towards salon in Dasmarinas City. The researchers employed descriptive and correlational research. Primary data were gathered from the 195 customers of selected salon in Dasmarinas City with the use of survey questionnaire. Mean, frequency count and percentage, standard deviation, spearman's rank correlation coefficient, Chi-square test, F-Test and T-test were utilized as statistical tools to analyse and interpret the collected data. Findings of the study showed that there is no significant difference between level of customer loyalty and age as well as civil status, on the other hand, in terms of gender and years of being a customer, the level of customer loyalty has a significant difference. Thesalons were found to strongly extend its tactics of service quality and facilities. Over all, the customers wereloyalto their salon. Among the demographic profile, only gender obtains a highly significant relationship with the degree of loyalty. Relationship marketing was focused to have an influence on customer loyalty of customers. Relationship marketing tactics weresignifically related to customer loyalty.

Average rating: 0.0 (0 votes)

Holdings ( 1 )
Title notes ( 5 )

Holdings
Item type	Current library	Collection	Call number	Materials specified	URL	Status	Notes	Date due	Barcode
Theses / Manuscripts	Ladislao N. Diwa Memorial Library Theses Section	Non-fiction	658.8 Al1 2016 (Browse shelf(Opens below))		Link to resource	Room use only	T-7270		00017707

Thesis (Bachelor of Science in Business Management Major in Marketing Management) Cavite State University

Includes bibliographical references.

College of Economics, Management, and Development Studies (CEMDS)

ALGARA, MARICON VELANDO, CARISTEA, MARLON ENTRATA, DUCANTE, GERALYN PEDROSA. Influence of Relationship Marketing on Customer Loyalty of Selected Salon in Dasmarinas City.Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management, Cavite State University, Indang, Cavite. April 2016.Adviser: Dr.Florindo C. Ilagan.

This study was conducted to determine the influence of relationship marketing on customer loyalty of selected salon in Dasmarinas City. Specifically, it aimed to: (1) determine the demographic profile of customers of salon in Dasmarinas City in terms of: gender, age, civil status and years being a customer in the salon; (2) determine the extent of relationship marketing tactics of salon in Dasmarinas City in terms of service quality,price, facilities and others; (3)determine the degree of loyalty of customer towards salon in Dasmarinas City; (4) determine the significant difference in the loyalty of customer of salon in Dasmarifias City when they are grouped according to demographic profile; (5)determine the relationship of demographic profile to the degree of loyalty towards salon in Dasmarinas City and (6) determine the influence of relationship marketing tactics to loyalty of customer towards salon in Dasmarinas City. The researchers employed descriptive and correlational research. Primary data were gathered from the 195 customers of selected salon in Dasmarinas City with the use of survey questionnaire. Mean, frequency count and percentage, standard deviation, spearman's rank correlation coefficient, Chi-square test, F-Test and T-test were utilized as statistical tools to analyse and interpret the collected data. Findings of the study showed that there is no significant difference between level of customer loyalty and age as well as civil status, on the other hand, in terms of gender and years of being a customer, the level of customer loyalty has a significant difference. Thesalons were found to strongly extend its tactics of service quality and facilities. Over all, the customers wereloyalto their salon. Among the demographic profile, only gender obtains a highly significant relationship with the degree of loyalty. Relationship marketing was focused to have an influence on customer loyalty of customers. Relationship marketing tactics weresignifically related to customer loyalty.

Submitted to the University Library T-7270