The Influence of Globalization on Relationship Marketing and Customer Loyalty Mediating Role of Cultural Adaptation

Abstract

In the lens of the Pakistani automotive sector, this investigation intends to empirically investigate globalization and its implications on relationship marketing, customer loyalty, and positive cultural adaptation. For the research, 128 valid replies were acquired using a non-random sample method. The suggested model was examined using structural equation modelling (SEM) and confirmatory factor analysis (CFA). The results of the research show that cultural adaptation is directly, favorably, and considerably impacted by globalization. Cultural adaptation has a partially moderating role in the interaction among globalization, relationship marketing, and client loyalty. It intends to expand on current understanding by establishing connections among globalization, relationship marketing, and consumer loyalty, utilizing cultural adaptability as a key mediator. Consequently, this study contributes to the existing literature on globalization and explores the diverse effects of globalization on advertising results.