Exploring the Impact of CRM Strategies on Customer Loyalty with the Mediating Role of Relationship Quality

Abstract : The main goal of this study is to decode the complex connections between Consumer relationship marketing strategies (CRMTs), consumer loyalty, and the critical function of relationship quality (Customer trust) as a mediator. Data were collected from 792 students using mobile for communication and other purposes through a carefully structured questionnaire. The study focused on three key consumer relationship marketing strategies namely service quality, price perception and value offer and examined their effects on customer loyalty. The deployment of statistical tools, including descriptive statistics, correlation analysis, and regression analysis, has provided a robust foundation for these conclusions. The results showed that these strategies have a noteworthy impact on customer loyalty, indicating that they are crucial in forming and sustaining customer loyalty in the ever-changing mobile telecom market. In addition, the study examined the mediating role of relationship quality through customer trust using the Sobel test. This analysis provided deeper insight into the underlying relationships. The results highlighted relationship quality as a key mediator between customer loyalty and the proposed marketing strategies, showing that customer trust significantly shapes the impact of these strategies on loyalty. Finally, the study not only provided important insights into the factors influencing customer loyalty in the mobile telecom industry but also emphasised the multifaceted relationships between relationship marketing approaches and the role of relationship quality as a moderator. These findings are significant for industry practitioners because they provide actionable knowledge to improve and maximise client loyalty methods in the highly competitive mobile telephony market.