The Impact of Relationship Marketing on Customer Loyalty at Plaza Toyota Workshop Bandung

Abstract

This research was conducted to study the impact of relationship marketing on customer loyalty in a form of service consistency provided by the Plaza Toyota Workshop Bandung to its customers. This research used 4 (four) independent variables (customer’s trust, service commitment, service communication and conflict handling) on to the dependent variable (customer loyalty). This research was conducted on customers of the Plaza Toyota Workshop Bandung who routinely use auto repair services at the workshop. This research used a quantitative approach to understand and define the variables standing that are studied in this research and the influence between one variable and another. The data collecting technique used in this research is by distributing questionnaires to 100 samples. The results showed that customer’s trust gave zero impact in gaining customer loyalty. Meanwhile, service commitment, service communication, and conflict handling are in some ways correlated with customer’s loyalty. According to the results of the analysis which based on the results of the average index calculation, customers have no doubt about the indicators that build their trust to the Plaza Toyota Workshop Bandung, in other word, customers automatically trust Plaza Toyota Workshop Bandung. While the other three variables have influence. And the indicators of these three variables can be used as a prove based on the results of the item ranking questions. Based on these results, Plaza Toyota Workshop Bandung must be more focused on developing these three variables in order to build customer loyalty.