Keyword

Marketing culture, ethical climate, performance, loyalty and psychological wellness

Abstract

This study examines the concept of culture with a view of establishing the relationship between marketing culture and customer loyalty. The main objectives were to examine the structure of the actual marketing culture in the banking industry, analyse employee perception of marketing culture; the relationship between marketing culture & Customer loyalty and analyze the prediction potential of marketing culture to customer loyalty. This study undertook a cross sectional survey that involved qualitative and quantitative approaches. The methodological design of the study was co relational in nature. Using a questionnaire of previous studies developed item scales data was collected from a sample of 250 bank customers, and 150 Bank employees in Uganda. The findings provides empirical evidence for less prediction of customer loyalty by marketing culture, psychological wellness & ethical climate especially as respondents indicated poor performance


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