The Impact of Relationship Marketing Strategy in Indonesia Retail Industries

Authors

  • Freddy Pandapotan Simbolon Bina Nusantara University

DOI:

https://doi.org/10.21512/bbr.v7i2.1590

Keywords:

marketing strategy, customer loyalty, retail industries

Abstract

This research aimed to examine the impact of relationship marketing strategy on customer loyalty in Indonesia’s retail industries. A questionnaire derived from previous studies and the relevant literature was completed by 182 retail customers in Jakarta. Multiple regression analysis assessed the impact on customer loyalty of four key constructs of relationship marketing (trust, commitment, communication, and conflict handling). The two variables (trust and commitment) had a significant effect and predicted a good proportion of the variance in customer loyalty. Moreover, they were significantly related to one another. The relationships investigated in this study deserved further research. Since the data analyzed were collected from one sector of the service industry in one region, more studies were required before general conclusions can be drawn. It is reasonable to conclude, on this evidence, that customer loyalty can be created, reinforced, and retained by marketing plans aimed at building trust, demonstrating a commitment to service, communicating with customers in a timely, reliable and proactive fashion, and handling conflict efficiently, reinforces and refines the body of knowledge relating to customer loyalty in service industries.
Dimensions

Plum Analytics

Author Biography

Freddy Pandapotan Simbolon, Bina Nusantara University

Management Department

References

Kanagal N. (2009). Role of Relationship Marketing in Competitive Strategy. Journal of Management and Marketing Research, 7(2), 97-112.

Karadeniz, M. (2010). The Relationship Marketing Approach and Strategies in Retailing Management to Constitute Customer and Brand Loyalty. Journal of Naval Science and Engineering, 6(1), 15-26

Marketing.co.id. (2013, January 3). Omzet Ritel Modern Tumbuh 23,8%!. Retrieved April 21, 2016, from http://www.marketing.co.id/omzet-ritel-modern-tumbuh-238/

Ndubisi, N. O. & Chan, K. W. (2005). Factorial and discriminant analyses of the under pinnings of relationship marketing and customer satisfaction. International Journal of Bank Marketing, 23(3) 542-57.

Ndubisi, N. O. (2005), Relationship marketing and customer loyalty. Marketing Intelegence & Planning, 25(1), 98-106.

Sharma A. (2007). The Metrics of Relationships: Measuring Satisfaction, Loyalty and Profitability of Relational Customers. Journal of Relationship Marketing, 6(2), 33-50.

Sherrell D. L., & Bejou D. (2007). Assessing the Productivity of Relationship Marketing: Moving Toward a Paradigm. Journal of Relationship Marketing, 6(2), 3-7.

Downloads

Published

2016-09-27
Abstract 1267  .
PDF downloaded 675  .