Word of mouth communication: A mediator of relationship marketing and customer loyalty

A cross-sectional and quantitative study design, with the aim of explaining the relationship between relationship marketing and customer loyalty, and the mediating role of word of mouth in this relationship was undertaken. A sample of 384 was determined from a population of the mobile telecommunicat...

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Autores principales:	Muhammed Ngoma, Peter Dithan Ntale
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2019
Materias:	uganda’s ict sector mobile telecommunications word of mouth relationship marketing Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/92bea74b99b143be9b6fcc8242d9b91c
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spelling	oai:doaj.org-article:92bea74b99b143be9b6fcc8242d9b91c2021-12-02T16:09:29ZWord of mouth communication: A mediator of relationship marketing and customer loyalty2331-197510.1080/23311975.2019.1580123https://doaj.org/article/92bea74b99b143be9b6fcc8242d9b91c2019-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2019.1580123https://doaj.org/toc/2331-1975A cross-sectional and quantitative study design, with the aim of explaining the relationship between relationship marketing and customer loyalty, and the mediating role of word of mouth in this relationship was undertaken. A sample of 384 was determined from a population of the mobile telecommunication users based on Krejcie & Morgan sampling framework. The study utilized 384 questionnaires. The authors conducted confirmatory factor, correlation, regression, mediation and SEM for analysis, interpretation and results. While trust, relationship satisfaction and reciprocity components of relationship marketing have been found to be significant predictors of customer loyalty in other studies, our study findings reveal contrasting results. This is a unique finding in our study. However, in line with earlier studies, our findings indicate a positive significant relationship between relationship marketing components of communication, commitment and customer loyalty. The study also finds a significant positive relationship between the relationship marketing components of communication and commitment and word of mouth and a significant positive relationship between word of mouth and customer loyalty. Telecommunication companies should pay attention to relationship encounters that build commitment, should develop targeted communication channels which build positive word of mouth communication. This will ultimately create loyal customers for mobile telecommunication companies.Muhammed NgomaPeter Dithan NtaleTaylor & Francis Grouparticleuganda’s ict sectormobile telecommunicationsword of mouthrelationship marketingBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 6, Iss 1 (2019)
institution	DOAJ
collection	DOAJ
language	EN
topic	uganda’s ict sector mobile telecommunications word of mouth relationship marketing Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	uganda’s ict sector mobile telecommunications word of mouth relationship marketing Business HF5001-6182 Management. Industrial management HD28-70 Muhammed Ngoma Peter Dithan Ntale Word of mouth communication: A mediator of relationship marketing and customer loyalty
description	A cross-sectional and quantitative study design, with the aim of explaining the relationship between relationship marketing and customer loyalty, and the mediating role of word of mouth in this relationship was undertaken. A sample of 384 was determined from a population of the mobile telecommunication users based on Krejcie & Morgan sampling framework. The study utilized 384 questionnaires. The authors conducted confirmatory factor, correlation, regression, mediation and SEM for analysis, interpretation and results. While trust, relationship satisfaction and reciprocity components of relationship marketing have been found to be significant predictors of customer loyalty in other studies, our study findings reveal contrasting results. This is a unique finding in our study. However, in line with earlier studies, our findings indicate a positive significant relationship between relationship marketing components of communication, commitment and customer loyalty. The study also finds a significant positive relationship between the relationship marketing components of communication and commitment and word of mouth and a significant positive relationship between word of mouth and customer loyalty. Telecommunication companies should pay attention to relationship encounters that build commitment, should develop targeted communication channels which build positive word of mouth communication. This will ultimately create loyal customers for mobile telecommunication companies.
format	article
author	Muhammed Ngoma Peter Dithan Ntale
author_facet	Muhammed Ngoma Peter Dithan Ntale
author_sort	Muhammed Ngoma
title	Word of mouth communication: A mediator of relationship marketing and customer loyalty
title_short	Word of mouth communication: A mediator of relationship marketing and customer loyalty
title_full	Word of mouth communication: A mediator of relationship marketing and customer loyalty
title_fullStr	Word of mouth communication: A mediator of relationship marketing and customer loyalty
title_full_unstemmed	Word of mouth communication: A mediator of relationship marketing and customer loyalty
title_sort	word of mouth communication: a mediator of relationship marketing and customer loyalty
publisher	Taylor & Francis Group
publishDate	2019
url	https://doaj.org/article/92bea74b99b143be9b6fcc8242d9b91c
work_keys_str_mv	AT muhammedngoma wordofmouthcommunicationamediatorofrelationshipmarketingandcustomerloyalty AT peterdithanntale wordofmouthcommunicationamediatorofrelationshipmarketingandcustomerloyalty
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Word of mouth communication: A mediator of relationship marketing and customer loyalty

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