TY - JOUR AU - Nguyen Thi Thao Quynh, LĂȘ Giang Nam , Nguyen Dam Nhat Thi PY - 2017/06/15 Y2 - 2024/03/29 TI - Relationship Marketing and Customer Loyalty in Vietnam Cosmetics Market JF - International Journal of Social Sciences and Humanities Invention JA - Int. j. soc. sci. humanit. invent. VL - 4 IS - 6 SE - Articles DO - 10.18535/ijsshi/v4i6.06 UR - https://valleyinternational.net/index.php/theijsshi/article/view/818 SP - 3556-3560 AB - <p>For the purpose of examining the impact of relationship marketing on customer loyalty in HCM City Cosmetic market,<br>the author carried out this study using quantitative approach via survey. A questionaire derived from previous study and was<br>modified through group discussion among 20 customers then officially conducted with the sample of 318 people. The result<br>shows that among relationship marketing underpinnings, 5 variables: trust, commitment, communication, conflict handling, shared<br>value have positive influence on customer loyalty, shared value is more important than others. There are some research limitations<br>as the data analysed were collected from one sector of the industry in one country, the relationships investigated here deserve<br>further researchs on other sectors or study development by modifying relationship marketing variables. However, research<br>provides insights on the importance of relationship marketing integral elements. With the information supplied, cosmetic brands<br>can enhance their effectiveness of marketing strategy, attain marketing success by focusing on 5 key characteristics affecting<br>customer loyalty</p> ER -