RELATIONSHIP MARKETING IN BRANDING: THE AUTOMOBILE AUTHORIZED INDEPENDENT DEALERS IN MALAYSIA
Dr. Noor Hasmini Abd. Ghani

Abstract
This paper focused the relationship marketing in branding within the customer durable goods, specific to the firm-dealer relationship in Malaysia automobile industry perspective. The dealers in this study represented by four main authorized independent sales dealers, which exclusively carrying the firm’s brand. The survey method is used in this study. The findings showed that in Malaysia automobile firm-dealers relationship there are moderate to high adoption of relationship marketing among each dealer with their firms. Relations to this, there are differences exist between relationship marketing components among these four automobile sales dealers towards their firm’s brand. From the findings, it’s tends to suggest that relationship marketing is able to become among of importance factors in proposing why the sales volume of certain brand name is higher than others. Great concerned on relationship marketing will create significance difference in firm’s brand sales.

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