The Impact of Relationship Marketing Strategy in Indonesia Retail Industries
DOI:
https://doi.org/10.21512/bbr.v7i2.1590Keywords:
marketing strategy, customer loyalty, retail industriesAbstract
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.Plum Analytics
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
Issue
Section
License
Authors who publish with this journal agree to the following terms:
a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License - Share Alike that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
USER RIGHTS
All articles published Open Access will be immediately and permanently free for everyone to read and download. We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows: Creative Commons Attribution-Share Alike (CC BY-SA)
