The Impact of Globalization on Relationship Marketing and Customer Loyalty: The Mediating Role of Cultural Adaptation
Abstract
In an era of unprecedented globalization, businesses must navigate complex cross-cultural landscapes to foster long-term customer relationships. As companies expand beyond national boundaries, cultural adaptation emerges as a crucial factor in shaping marketing strategies and sustaining customer loyalty. This study investigates the impact of globalization on relationship marketing and customer loyalty, emphasizing the mediating role of cultural adaptation within the Pakistani automotive sector. Using Structural Equation Modeling (SEM) on data from 128 respondents, the results confirm that globalization significantly influences relationship marketing and customer loyalty, with cultural adaptation playing a partial mediating role. Findings reveal that businesses that integrate cultural sensitivity into their marketing approaches can strengthen emotional connections with consumers, thereby enhancing loyalty. The study contributes to international marketing and consumer behavior literature by demonstrating that cultural adaptation bridges the gap between global strategies and local consumer expectations. Practical implications suggest that firms must balance global brand consistency with localized engagement strategies to optimize customer retention. The research also highlights the challenges of standardization versus adaptation in global markets. Future studies should explore industry-specific variations and longitudinal impacts of cultural adaptation in different business contexts.
DOI: https://doi.org/10.54663/2182-9306.2025.SpecialIssueIM.80-100
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Copyright (c) 2025 Muhammad Ussama Majeed, Zahid Hussain, Sumaira Aslam
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International Journal of Marketing, Communication and New Media
ISSN: 2182-9306
DOI: 10.54663/2182-9306
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