ABSTRACT: The research aims at
knowing (1) Customer Relationship Marketing in maintaining customer retention,
(2) The influence of service quality, customer value and satisfaction as a
mediation of Customer Relationship Marketing on customer retention. The data are
analyzed by using Structural Equation Modeling (SEM). The research findings
show that (1) stimulating Relationship Marketing which cannot cater for
customer expectation in all aspects will not increase customer retention; (2)
Relationship Marketing (RM) is able to contribute to the enterprise success in
maintaining the customers through an excellent service quality; (3) the
implementation of Relationship Marketing through the activity of excellent
customer value will contribute to the implementation of Relationship Marketing
towards customer retention, (4) the ability of entrepreneurs to exclusively
give satisfaction in the activity of Relationship Marketing is a crucial aspect
to maintain customer retention.
Keywords: Relationship
Marketing, Service Quality, Customer Value, Customer Satisfaction and Customer
Retention
Penulis: Prasetyo Hadi,
Djumilah Zain, Mintarti Rahayu, Munawar Ismail
Kode Jurnal: jpmanajemendd110108
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