RELATIONSHIP APPROACH AND CLIENT LOYALTY IN MFIs | From transaction to client relationship management in Microfinance Institutions in the city of Goma/DR Congo

Guillain Birindwa Kibekenge

ISBN 10: 6204268147 / ISBN 13: 9786204268149

Published by Our Knowledge Publishing, 2021

About this Item

RELATIONSHIP APPROACH AND CLIENT LOYALTY IN MFIs | From transaction to client relationship management in Microfinance Institutions in the city of Goma/DR Congo | Guillain Birindwa Kibekenge | Taschenbuch | Englisch | 2021 | Our Knowledge Publishing | EAN 9786204268149 | Verantwortliche Person für die EU: preigu GmbH & Co. KG, Lengericher Landstr. 19, 49078 Osnabrück, mail[at]preigu[dot]de | Anbieter: preigu.

Seller Inventory # 120811771

Bibliographic Details

• Title: RELATIONSHIP APPROACH AND CLIENT LOYALTY IN MFIs | From transaction to client relationship management in Microfinance Institutions in the city of Goma/DR Congo
• Publisher: Our Knowledge Publishing
• Publication Date: 2021
• Language: English
• ISBN 10: 6204268147
• ISBN 13: 9786204268149
• Binding: Taschenbuch
• Condition: Neu
• Dimensions: 220W x 150H x 8D millimeters 220 millimeters width by 150 millimeters height by 8 millimeters depth
• Weight: 209 grams
• Seller catalogs:
  • Bücher

About this title

Synopsis

The high intensity of competition, low growth rate, and market saturation in the microfinance industry, leads to the fact that it has become very difficult to achieve long-term growth through an offensive strategy where the objective is to have long-term profit or growth through the means of market expansion or market share (by gaining new customers) and increasing turnover. Therefore, many companies opt for a defensive marketing strategy where the central objective is the customer and his satisfaction. That is to say, building a high rate of loyalty among existing customers. The objective of this study is to investigate the impact of some important components in relationship marketing (trust, commitment, communication and satisfaction) on loyalty (cognitive loyalty, affective loyalty, conative loyalty and action loyalty) in the microfinance sector in the city of Goma. The simple regression analyses show the existence of a relationship between loyalty and relationship marketing with customer satisfaction as an important dimension.