The Impact of Relationship Marketing Practices on Customer Satisfaction and Loyalty of Multinational Network Businesses

Abstract

Purpose – This study aims to examine the impact of relationship marketing practices on customer satisfaction and loyalty in multinational network businesses. Specifically, the effects of relationship marketing components such as trust, communication, and competence have been analyzed through surveys conducted with customers of companies operating in the cosmetics sector, including Avon, Farmasi, and Oriflame.
Design/methodology/approach – A quantitative research approach was employed, and a survey study was conducted. A total of 390 participants were asked questions to measure their demographic characteristics and attitudes toward relationship marketing components. The data were analyzed using SPSS and AMOS software, and the results were evaluated through Mann-Whitney U, Kruskal-Wallis, and PATH analysis.
Results – The components of trust, communication, and competence were found to have statistically significant effects on customer satisfaction. Additionally, customer satisfaction was identified as having a strong impact on customer loyalty. Male participants exhibited higher levels of customer loyalty compared to female participants. The findings also revealed no statistically significant differences in customer satisfaction and loyalty across different income levels.