UPAYA MEMBANGUN STRATEGIC MARKETING OUTCOMES BERBASIS PADA RELATIONSHIP MARKETING DAN POWER
ABSTRACT: This study is
developed by proposing a grand theoretical model and empirical models: The
impact of Coercive Power in Relationship Marketing and Strategic Marketing
Outcomes based on Relationship Marketing Theory and Power-Dependence Theory.
Spesifically, to investigates the issue of power in business-to-business
relationships and the impacts of coercive power to the key variables in the
Commitment-Trust Theory (Trust, Relationship Commitment, Cooperation); to
integrate Relationship Outcomes variables (loyalty, strong relationship,
positive word of mouth) as a value of lifetime relationships, and to builds the
strategic marketing outcomes (cooperation synergy, competitive positional
advantages, marketing performance). This study was conducted by proposing three
empirical models and was tested successfully on Indonesia tourism industry.
There are 190 respondents as managers of tourism organization. The data was
tested using several statistical tools such as SPSS and Structural
Equation Modeling (SEM). The finding of this research are as follows :(1)
Coercive Power has no significant association between trust, and
positive-significant between relationship commitment and cooperation; 2) This
study shows that the coercive power does not destroye a relationship but has a
capability to control the interaction process; (3) This suggests that there are
other variables of driving relationships besides the trust-commitment-based relationships
suggested by Morgan dan Hunt (1994). There are both trust-based and power-based
relationships.
However, coercive power it self is not found to be driver of relationship
outcomes. The Suggested coercive power and trust are the relationship bases of
relationship marketing; (4) Value of Lifetime Relationships (Loyalty, Strong
Relationship, Positive “WoM”) as a relationship outcomes, and important
variables cause to grow up cooperation synergy. This is one spesific research
finding.; (5) and the last, The Cooperation Synergy as an important variable
will in crease the competitive positional advantages and marketing performance.
The result of the study is important to develop and maintain relationship with
stakeholders (partners, competitors, complementary organization) in tourism
industry which based on market-based views and resources-based views. This
integrated approach can achieve greater outcomes in relationship marketing of
business-to-business relationship activities. In tourism policy, it is important
to formulate “The Grand Tourism Strategy Based on Local Resources and
Cultures”.
Penulis: Alimuddin Rizal
Riva’i
Kode Jurnal: jpmanajemendd100300
