i-manager Publications

Creating Loyalty through Relationship Marketing in Mobile Financial Service Industry: Moderating Role of Client Demographics

Rajesh Kumar Saha*

Institute of Bangladesh Studies, University of Rajshahi, Bangladesh.

Periodicity:January - March'2024
DOI : https://doi.org/10.26634/jmgt.18.3.20392

Abstract

This study seeks to examine how age and gender influence the relationship between trust, satisfaction, commitment, and loyalty in the context of Mobile Financial Services (MFS). Data for this research were acquired from clients of three major MFS providers using systematic random sampling. The paper utilized Partial Least Squares-Based Structural Equation Modelling (PLS-SEM) to assess the reliability and validity of the data and to evaluate the direct impact of the relationship marketing component on loyalty. The PROCESS macro in SPSS was utilized to assess the moderation effect of age and gender on the connection between relationship marketing components and loyalty. The findings indicate a direct correlation between trust, commitment, and loyalty. Furthermore, it is observed that client demographics do not have a moderating effect on these associations. The impact of satisfaction on loyalty is surprisingly not significant, while age differences play a substantial role in the satisfaction to loyalty link. This research uncovers novel insights that have not yet been explored in earlier studies. This research will be beneficial for MFS providers who are aiming to maintain a consistent clientele.

Keywords

Loyalty, Relationship Marketing, Mobile Financial Service, Marketing Components, Moderating Role, Client Demographics, Partial Least Squares, Structural Equation Modelling.

How to Cite this Article?

Saha, R. K. (2024). Creating Loyalty through Relationship Marketing in Mobile Financial Service Industry: Moderating Role of Client Demographics. i-manager’s Journal on Management, 18(3), 35-43. https://doi.org/10.26634/jmgt.18.3.20392

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