Title: The impacts of relationship marketing orientation on relational response behaviours

Authors: Emine Mediha Sayil; Aysegul Donmaz; Gulhayat Golbasi Simsek; Ayse Akyol

Addresses: Institute of Social Sciences, Halic University, Sutluce 34445, Istanbul, Turkey ' IT Department, Atlas Global Airlines, Florya 34153, Istanbul, Turkey ' Department of Statistics, Yildiz Technical University, Istanbul 34220, Turkey ' Department of Business Administration, Trakya University, Edirne 22030, Turkey

Abstract: This study aims to investigate the direct and indirect impacts of relationship marketing orientation (RMO) components - trust, competency, commitment, communication and conflict handling - on customers' relational response behaviours, such as satisfaction, loyalty, and positive word of mouth (WOM), in the Turkish mobile telecommunications industry. A total of 230 usable questionnaires were collected in Istanbul, Turkey, in August 2013 using convenience sampling. After confirmation of the measurement model, the direct and indirect effects of RMO components on customers' relational response behaviours were analyzed using path analysis and the product of path coefficients. The findings show that all the RMO components, except competency, have significant positive impacts on relational response behaviours. Of all the RMO components, trust has the strongest positive impact on satisfaction and positive WOM, whereas conflict handling has the strongest positive impact on loyalty. In addition, of all the variables, satisfaction has the strongest direct impact on loyalty, and loyalty has the strongest direct impact on positive WOM in Turkey's mobile telecommunications industry.

Keywords: commitment; communication; competency; conflict handling; customer satisfaction; customer loyalty; positive WoM; word of mouth; relationship marketing orientation; satisfaction; trust; Turkey; mobile communications; relational response behaviour; trust.

DOI: 10.1504/IJMC.2016.078722

International Journal of Mobile Communications, 2016 Vol.14 No.5, pp.472 - 498

Accepted: 02 Mar 2016
Published online: 01 Sep 2016 *

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