Abstract
This aim of this study is to identify the impact of interactive marketing
on customer loyalty. The concept of branchless banking is new in the
context of Pakistan, This research focused on few components of
interactive marketing; trust, commitment, service quality, relationship
marketing and service personalization which effect customer
satisfaction and customer loyalty. Customer responses were collected
through survey questionnaire and personal interviews from customer.
The survey was conducted through convenience sampling. Eighty
Respondent evaluations have been taken to determine the impact and
relationship. This result of this study revealed many important aspects
about branchless banking. It is concluded that customer satisfaction
has a significant positive role in making loyal customer and retaining
them. However this study also showed the positive relationship among
interactive marketing, customer loyalty and customer satisfaction.
Muhammad Jahanzaib, Abdul Aziz Khan Niazi, Kashif Hamid, Wasim Ghaffar. (2018) Impact of Interactive Marketing on Customer Loyalty and the Moderation Effect of Customer Satisfaction , Journal of Managerial Sciences, Volume 12, Issue 3.
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