ANALISIS MANFAAT SOSIAL DAN FUNGSIONAL YANG DIPEROLEH KONSUMEN DARI HUBUNGAN YANG TERJALIN DENGAN PRAMUNIAGA
ABSTRACT: Building customer
relationships is a top priority in many firms. Building relationship with
customers is to increase satisfaction and loyalty, increase the amount of favorable
word of mouth, and purchases. Customers who have relationships with service
provider not only expect to receive satisfactory delivery of the core service,
but they are likely to receive additional benefits from the relationship. This
research examines the benefits customers receive from relationships with
sales-person in the department store. A study test whether the functional and social
benefits that customer deriver from a retail salesperson relationship are
associated with reported levels of satisfaction, loyalty, word of mouth, and
share of purchases. Result of analysis indicated that there are influence which
significance of the perception of functional benefit associated with satisfaction
with the salesperson, perception of social benefit associated with satisfaction
with the salesperson, satisfaction with the salesperson associated with satisfaction
with the company, satisfaction with company associated with loyalty to the
company, sales-person loyalty related to company loyalty, satisfaction with the
salesperson associated with salesperson word of mouth, satisfaction with
company associated with share of purchase, and word of mouth about the
sales-person related to word of mouth about the company.
Keywords: Functional Benefits, Social Benefits, Mediating,
and Structural Equation Modeling
Penulis: Fitroh Adhilla
Kode Jurnal: jpmanajemendd080028
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