The affect of relationship marketing towards customer loyalty: a case study of Usaha Jaya Marketing (UJM) Jerteh, Terengganu / Nurzety Adawiyah Muhamad

The purpose of this study is to identify the affect of relationship marketing towards customer loyalty at Usaha Jaya Marketing (UJM) Jerteh. Three affect of relationship marketing were identified that was contributed towards customer loyalty. They are trust, communication and commitment. In this research, the researcher sets several objectives to be achieved in carrying out this research. Several research questions were highlighted by the researcher as guidance in completing this research. The researcher distributed questionnaire to the respondents at Usaha Jaya Marketing (UJM) Jerteh. All the respondents who participated in this research are customers that be loyal to Usaha Jaya Marketing (UJM) Jerteh regarding to the purpose of this research in answering the questionnaire. Several techniques had been used to analyse the data. Frequency distribution analysis was used to study on demographic information of the respondents. Reliability analysis regarding to the questionnaire was made in order to measure the reliability of each variable in the questionnaire. The regression analysis was made on all identified variables. Pearson correlation analysis was used to examine the relationship between dependent variable and independent variables. The researcher also suggests some recommendation for future research.