The effect of relationship marketing on customer loyalty towards fast food restaurants (a study of generation Y) / Ahmad Zulfa Mohd Kamil and Muhammad Afif Mahabob

Intense competition in the business environment forces firms to look for the best
approach to attract and create loyal customers. Relationship marketing is a strategy
used by many firms to maintain long-term relationship with customers. Good
implementation of relationship marketing strategies will result in quality relationship
built between customers and firms. This study attempts to investigate the relationship
between relationship marketing dimensions and loyalty towards fast food restaurants
among Generation Y. Four key dimensions of relationship marketing are considered
in this study which are trust, communication, commitment and empathy. The study
was conducted in Bandaraya Melaka with a sample of 150 respondents. Sampling
method used in this study is convenience sampling. The data was analysed using
correlation coefficient and regression by using SPSS software. The findings reveal
that are positive relationship between these relationship marketing dimensions and
customer loyalty. However, the result shows that only commitment has significant
impact on customer loyalty.