Factors to improve customer loyalty towards Yemeni student recruitment agencies in Malaysia
Purpose – Based on several previous academic and business research, this study aims to deliver the understanding of the concept of customer loyalty. In this study, it will be conducted to provide a conceptual framework to explore how relationship quality dimensions and se...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
World Research Union
2023
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/110205/7/110205_Factors%20to%20improve%20customer%20loyalty%20towards%20Yemeni%20student.pdf http://irep.iium.edu.my/110205/ https://journalrrsite.com/index.php/Myjrr/article/view/12 |
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| Summary: | Purpose – Based on several previous academic and business research, this study aims to deliver the
understanding of the concept of customer loyalty. In this study, it will be conducted to provide a
conceptual framework to explore how relationship quality dimensions and service quality affect
customer loyalty through the mediating of customer engagement in student recruitment agencies
context. Based on previous studies, it will propose relationship quality and service quality as a
comprehensive meaning and customer engagement just as a mediator to enhance loyalty.
Design/methodology/approach – The study reviews several previous studies and ends up with the
conceptual framework to discuss more applied of relationship marketing and servqual theory tomeasure
customer satisfaction, trust, commitment, communication, and service quality through the quantitative
method.
Findings – Focusing on the current literature studies of relationship quality dimensions, service quality,
and customer engagement enhance the understanding of customer loyalty. So the proposed conceptual
framework of the mediating of customer engagement is a very vital role to strengthen the correlation
between the factors and customer loyalty.
Originality/value – The contribution of the conceptual framework will explain the role of customer
engagement on the relationship between satisfaction, trust, commitment, communication, and service
quality on customer loyalty. It can be added value on how customer engagement plays a very important
role in the recruitment agencies industry which leads to the increasing number of customer |
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