1. Impact Of RMT & RQ On Customer loyalty
Alireza Alavi

2. Abstract RMT RQ Emotions CustomerLoyalty
(Brand Reputation + Alternative Attractiveness) RQ
(Trust)
CustomerLoyalty
(Retention Behavior)
Emotions
(Has a Impact On Behavior)

3. Competitive Environment
Introduction
Problem Statement
Competitive Environment
Long term relationship strategy with customers is Top priorities
Research Questions
1.Does Brand Reputation Impact On RQ?
2.Does Alternative Attractiveness Impact On RQ?
3.Does Emotions Impact On Customer Loyalty?
4.Does Trust influence Customer Loyalty?
Research Proposition
H1.Brand Reputation Has a Positive Impact On Trust
H2.Alternative Attractiveness Has a Positive Impact On Trust
H3.Trust Has a Positive Impact On Customer Loyalty

4. Conceptual Relationship Marketing RMT’s RQ Customer Loyalty
Commitment.Trust Theory
RMT’s
Brand Reputation
Alternative Attractiveness
Emotions RQ
RQ________(Trust) ________RMT
Customer Loyalty
Not only attracting new customers, but also holding on to existing customers

6. Proposed Conceptual Framework
Brand Reputation
Alternative Attractiveness
Emotions
Trust
Customer Loyalty
(Retention Behavior) H1 H4 H2 H3

8. Methodology qualitative+ quantitative research method
Interview with relevant target audience
Qualitative results help to designing of questionnaires
sample of 382 student from public universities
check the reliability+ variable of the instrument
Likert-scale 1=strongly disagree to 5=strongly agree
Data analyzed: structural equation modeling to test the hypothesized path model

9. Conclusion
Influence of customers to migrate from one service provider to another by implementing the RMT
Refers to a new factor to the model known as Emotions
Highlights practical implications which help to a new understanding of the impact of proposed marketing tactics
Help to provide a better understanding on the effectiveness RMT and development of strategies
Get a better picture of right relationship strategies to be implemented or strategically structure to achieve customer loyalty