Relations among Relationship Marketing, Service Quality, Customer Satisfaction and Customer Loyalty - H Optician Company as an Example
This study examines the customers of opticians in order to explore the relationships among relationship marketing, service quality, customer satisfaction and loyalty. This paper conducts a survey from February to April, 2016 and collated a total of 251 valid questionnaires. The research findings suggest that the quality of services rendered has a significant and positive influence on customer satisfaction. The greater the relationship marketing, the higher the quality of services rendered. This implies that opticians company can improve customer satisfaction by stepping up relationship marketing and service quality, so as to achieve operational targets. Meanwhile, this study examines relationship marketing and satisfaction with service quality, in order to highlight the areas for improvement and provide a reference to industry players.