Abstract: Competition and turbulence in the marketing environment has forced firms to think strategically. Forming alliances with key stakeholders like customers has become very important. Customer relationship building that leads to customer loyalty and customer retention has come to the fore in recent times. Understanding how customer satisfaction and trust leads to loyalty after good customer relationship is the main purpose of the study. Results from the study showed that customer satisfaction and trust mediate the relationship between customer relationship tactics and customer loyalty to a certain extent but not fully. Companies are therefore encouraged to be particular about the quality, price, the image of the brand and the value offered by the product.
Keywords: customer relationship tactics, customer satisfaction, customer trust and customer loyalty.
Title: Satisfaction and Trust Mediating the Customer Relationship Management Tactics and Customer Loyalty Relationship: The Tertiary Students’ Perspective
Author: Rudolph Asomaning, Desmond Ato Enyanful
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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