Effect Of Relationship Marketing Research Articles

The Effect of Relationship Marketing on Brand Advocacy “An Applied Study on Mobile Telecommunication Companies in Palestine”

The Effect of Relationship Marketing on Brand Advocacy “An Applied Study on Mobile Telecommunication Companies in Palestine”

Examining consumers' perceptions of relationship value with retailers: a multi-method approach

PurposeThis study employs a multi-method approach to investigate how perceived relationship marketing investment affects perceived relationship value and consumer gratitude, influencing consumer involvement, word-of-mouth intentions, and long-term relationships across three retail consumer types.Design/methodology/approachThe study analyses a model involving 542 consumers, employing structural equation modeling and fuzzy-set qualitative comparative analysis to identify distinctive factor configurations across public, semi-public, and private retail organizations.FindingsA retailer’s investment in relationship marketing significantly enhances relationship value and consumer gratitude, leading to increased engagement and word-of-mouth intentions. Perceived benevolence moderates the effect of relationship marketing on gratitude. However, gratitude alone does not ensure long-term relationships. Using fsQCA, we identify four distinct consumer configurations, providing nuanced insights.Research limitations/implicationsRetail organizations broaden relationship marketing strategies to boost perceived value and elicit consumer gratitude, influencing consumer performance outcomes.Practical implicationsRetail organizations should broaden relationship marketing strategies to boost perceived value and elicit consumer gratitude, influencing consumer performance outcomes.Social implicationsManagers should develop strategies that lead to consumer gratitude toward the firm, such as journey mapping can help visualize retail delivery. Grateful consumers may contribute to firms’ profitability by influencing current and potential consumers in their social networks and communicating their expertise through review/feedback for improvement. Therefore, various strategies are needed to stimulate positive comments from grateful consumers about the firm’s excellent performance.Originality/valueThis study builds on Lawler’s affect theory, highlighting how relationship value and consumer gratitude profoundly influence exchange process outcomes. It introduces new psychological mechanisms to explain the impact of perceived relationship marketing investment on performance outcomes. Integrating these elements provides a comprehensive understanding of retailer–consumer dynamics, revealing how emotional and psychological factors shape marketing strategies and business performance. This contribution enriches theoretical frameworks and offers practical insights for enhancing relationship marketing practices.

The Influence of Relationship Marketing and Banking Digitalization on Customer Loyalty Through Corporate Governance at Bank Mandiri KCP Sidrap

This study aims to examine the effect of relationship marketing and banking digitalization on customer loyalty through corporate governance as an intervening variable at Bank Mandiri KCP Sidrap. The population in this study were Bank Mandiri KCP Sidrap customers, while the sample in this study was determined using the Slovin formula technique so that the number of samples obtained in this study was 100 samples. This research uses a survey method by distributing questionnaires to the research object. The statistical method used to test the hypothesis uses the partial least squares application. The results of the analysis show that relationship marketing has a significant and positive effect on corporate governance, banking digitalization has an insignificant positive and effect on corporate governance, relationship marketing has a significant and positive effect on customer loyalty, banking digitalization has a significant and positive effect on customer loyalty, corporate governance has an insignificant and positive effect on customer loyalty, relationship marketing has an insignificant and positive effect on customer loyalty through corporate governance as an intervening variable and banking digitalization has an insignificant and positive effect on customer loyalty through corporate governance as an intervening variable.

КЫРГЫЗСТАНДАГЫ ЧЕКЕНЕ СООДА ТҮЙҮНДӨРҮНҮН МИСАЛЫНДА МАРКЕТИНГДИ ӨНҮКТҮРҮҮ

This study explores the development of commercial marketing, beginning with the establishment of Japan's first department store in 1690. It analyzes the unique application of marketing tools in Kyrgyzstan's post-independence retail industry. This study emphasizes the significance of fostering marketing relationships with consumers, counterparties, and employees to enhance the effectiveness of trade businesses. It proposes a three-pronged approach to relationship marketing in retail trade to achieve a synergistic effect. Furthermore, this study examines the product sales market as part of a broad market in which companies provide their products and services. It is based on a review of distribution methods and sales channels to explore the primary forms and methods of procurement for organizing retail. This study provides evidence to support the effectiveness of relationship marketing in the retail trade.

The Effect of Relationship Marketing and Customer Satisfaction on Customer Loyalty at PT. Bank Muamalat Indonesia

This study aims to find out and analyze the influence of relationship marketing and customer satisfaction on customer loyalty at PT. Bank Muamalat Indonesia Tbk Makassar Branch. The type of research used is quantitative. The population in this study is customers at PT. Bank Muamalat Indonesia Tbk Makassar Branch. Sample selection uses the purposive sampling method. The data collection method uses a questionnaire. The statistical method used in this study is the multiple linear regression method and uses SPSS 22.0 software. The results of the study show that relationship marketing has a positive and insignificant effect on customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty. Simultaneously, relationship marketing and customer satisfaction have a significant effect on customer loyalty.

PENGARUH RELATIONSHIP MARKETING TERHADAP LOYALITAS PENGGUNA JASA KURSUS ONLINE “Studi tentang Loyalitas Pengguna Kursus Online pada Nuraz Institute, Tarakan”

The purpose of this study is to analyze and determine the effect of relationship marketing on user loyalty for online course at the Nuraz Institute, Tarakan. The method used in this research is quantitative with an explanatory approach. The population in the study included all users of the online course at the Nuraz Institute with a saturated sample of 33 respondents. The data analysis technique used is the regression analysis which aims to determine the effect of the relationship marketing variable toward the user loyalty. The results showed that there was an influence of relationship marketing towards user loyalty for online course at the Nuraz Institute. The relatioship marketing has a very strong influence towards customer loyalty. Marketing and user loyalty in the business world play an important role to running a business, especially in the service provider business.

Relationship Marketing and Digital Marketing on Competitive Advantage in Enhancing SMEs Marketing Performance at Semarang Regency

Purpose: The study is conducted to analyze the effect of Relationship Marketing and Digital Marketing toward Competitive Advantage in Enhancing Marketing Performance at SMEs in Semarang Regency.Design/Methodology/Approach: The research method used path analysis. The independent variables in this study are relationship marketing and digital marketing, competitive advantage as an intervening or mediating variable, and marketing performance as the dependent variable. Primary data was obtained by questionnaire as the instrument of collecting data. The data was processed with SPSS 23. The population in this study is 11959 SMEs in Semarang Regency, then the number of samples is 100 SMEs, the sample was determined by Slovin formula.Findings: The study showed that relationship marketing and digital marketing have an effect on competitive advantage in marketing performance improvement. SMEs can increase customer trust and commitment by maintaining the quality of the products sold so that customers are not disappointed with the product when making repeat purchases. In other ways, SMEs must provide good service to customers and prospective customers. SMEs need to compile or create even more attractive promotional programs so that customers become interested in buying products at SMEs, by sharing promotions more frequently on social media so that promotional information can be reached by customers more broadly. Improving good relations with customers, one of which is always ready to be responsive in serving customers when customers need information or services from SMEs. To improve marketing performance, SMEs owners can pay more attention to their relationship with customers and the use of digital marketing in carrying out their business.

PENINGKATAN PELANGGAN PADA PT. TELKOMSEL SUMBAWA MELALUI PENERAPAN STRATEGI RELATIONSHIP MARKETING

This study aims to know the effect of relationship Marketing on increasing the number of customers at PT. Telkomsel Sumbawa. The type of study used in this study was associative approach which aims to determine the relationship between variables and verify whether a variable causes the variable to change or not. The type of data used in this study was quantitative data in the form of scoring results of respondents' answers regarding the object under study. This quantitative data was obtained directly from the original source, namely research respondents who were collected using a research instrument in the form of a questionnaire. The number of samples used as respondents in this study was 100 people who were selected using accidental sampling techniques. The data that has been collected was processed using the SPSS application to be studied using simple linear regression analysis techniques, partial hypothesis testing (t test), and determinant coefficient test (R2). The results of this study showed the relationship marketing had a positive and significant effect on increasing the number of customers at PT. Telkomsel Sumbawa. The effect of relationship marketing on increasing the number of customers at PT. Telkomsel Sumbawa was 36.1%, while the remaining of 63.9% was affected by other variables outside this study, such as product quality, service quality and customer satisfaction.

Pengaruh Relationship Marketing dan Kualitas Produk terhadap Kepuasan Pelanggan pada Catering Kencana Lampung Selatan

Catering is a business engaged in food services, this business serves food for weddings and other parties on a large and small scale, with the development of culinary business activities in Lampung, catering is one of the businesses thatbenefit for now, therefore this business requires Relationship marketing to build long-term relationships with customers. This study aims to determine the effect of Relationship marketing and product quality on customer satisfaction in South Lampung Kencana Catering, This type of research is quantitative research. The data collection instrument uses the distribution of questionnaires to Catering Kencana customers. The population in this study is all Kencana Catering customers in 2022, the research sample used in this study amounted to 44 people using the saturated sample technique. Testing is carried out by Multiple Regression by testing classical assumptions first, then testing the hypothesis partially with Test t and simultaneously with Test f. then looking for the coefficient of determination to see how much the percentage of variance of the independent variable affects the dependent variable. The results stated that partially and simultaneously the two independent variables studied, namely Relationship marketing and product quality, had a positive and significant effect on customer satisfaction with a fairly large coefficient of determination value of 74.5% and the rest was influenced by other variables that were not studied in this study.
 Keywords: customer satisfaction, product quality, relationship marketing

Pengaruh Relationship Marketing Terhadap Kepuasan Pelanggan Pengguna Jasa Pengiriman Barang Pada CV Cipta Karya Sarana

Goods delivery services are companies engaged in service where service is the basis for costumer consideration in choosing goods delivery services. This research was conducted using two variables, namely Relationship Marketing (X) as the independent variable and Customer Satisfaction (Y) as the dependent variable. This study aims to determine and analyze the effect of Relationship Marketing on Customer Satisfaction at CV Cipta Karya Sarana. The results of this study indicate that the Relationship Marketing variable with indicators of trust, commitment, communication, and conflict handling gets results from respondents in the good category. As for the Customer Satisfaction variable with indicators, overall customer satisfaction, dimensions of customer satisfaction, confirmation and expectations, repurchase intentions, willingness to recommend getting results from respondents in the satisfied category. From the results of data analysis, the validity, reliability, t test, coefficient of determination test, and simple linear regression show that Relationship Marketing has a positive and significant effect on Customer Satisfaction.

The Effect of Relationship Marketing on Customer Gratitude and Customer Loyalty at Farm to Table Business

Farm to Table Business is one of the platform for selling agricultural products by digital marketing that really needs a relationship marketing strategy to add customers and increase customer loyalty by increasing customer gratitude. Relationship marketing is a form of strategy to retain customers. The purpose of this research is to analyze the effect of relationship marketing on customer gratitude and the effect of customer gratitude on customer loyalty at Farm to Table Business. This study used a purposive sampling technique to determine the sample with a total of 100 respondents. The data analysis technique in this study used SEM PLS (Partial Least Square) with Warp PLS 7.0 software. The results of this research show that: (1) Relationship marketing has a positive and highly significant effect on customer gratitude by 0.22; (2) Customer Gratitude has a positive and highly significant effect on customer loyalty by 0.56.

Effects of Relationship Marketing on Organizational Performance in The Nigerian Telecommunication Industry. A Case of Airtel Telecommunication Company in Nigeria

In the current business world, organizational performance depends on identifying, attracting, acquiring and maintaining customers in the highly intensive competitive environment. This study identifies how organizational performance can be enhanced through customer relationship marketing capabilities. Population of this research was Airtel Telecommunication Company in the South-western part of Nigeria. Population of this research consists mainly of customers of Airtel Telecommunication Company in the South-western part of Nigeria. The data collection was done through the distribution of online and offline questionnaires on organizational performance and competition intensity. Logistic regression analysis test was used for further analysis. Findings revealed that good relationship with their customers, help the organizations to enhance their profitability and get the competitive advantage in the market place. This paper will enable organizations (especially organizations in the telecommunications sector) to understand and use their customers relation marketing capabilities in a good way.

Exploring Effectiveness of Relationship Marketing on Artificial Intelligence Adopting Intention

The major contribution of present study is to revisit how consumer obtain high adoption intention of artificial intelligence (AI)’s production/service based on symmetric and asymmetric thinking in data analysis. In recent years, technology involving AI has become key technology for success worldwide and has received prominence among academics and practitioners. Accordingly, it is necessary to identify the relationships among relationship marketing, AI perceived usefulness, perceived ease of use, perceived risk, and adoption intention. The main contribution of the symmetric approach (i.e., SEM, structure equation modeling) is to test the research hypothesis to determine the net effect between the variables, and asymmetric approach (i.e., fsQCA, fuzzy set qualitative comparative analysis) contributes to the identification of sufficient conditions leading to high level adoption intention in the concept of fuzzy sets. With symmetric approach, results of path analysis of SEM indicate that impacts of trust are greater than that of commitment. Similarly, perceived usefulness of AI has a greater impact on the adoption intention. Furthermore, AI perceived risk is negative associate with adoption intention. With asymmetric approach, intermediate solutions from fsQCA show that there are three sufficient conditions for high adoption intention of AI. For instance, one of configurations or sufficient conditions is trust, commitment, and AI perceived usefulness present but perceived ease of use absent.

Kepuasan Nasabah Ditinjau dari Pelayanan, Relationship Marketing dan Loyalitas di KSPPS Dana Amanah Karanganyar

The aims of this study are (1) to determine the effect of service on customer satisfaction. (2) To determine the effect of relationship marketing on customer satisfaction. (3) To determine the effect of loyalty on customer satisfaction. The research design iis descriptive quantitative. This research was conducted on KSPPS Dana Amanah customers in Karanganyar. The population iin this study iis 1,000. The sample iin this research is 100 respondents. The sampling technique used iis purposive sampling method. Collect data through questionnaires. Multiple linear regression test, F test, t test, and the coefficient of determination are data analysis techniques that use statistical analysis. The results showed that partially, service had a significant positive effect on KSPPS Dana Amanah customer satisfaction. Partially, relationship marketing has a significant positive effect on KSPPS Dana Amanah customer satisfaction. Partially, loyalty has a significant positive effect on KSPPS Dana Amanah customer satisfaction. Simultaneously, service, relationship marketing, loyalty have a significant positive effect on KSPPS Dana Amanah customer satisfaction.

The Relationship between Relationship Marketing and Brand Loyalty in Mobile Telecom Service Providers: Case of Nairobi County, Kenya

Relationship marketing remains a major predictor of brand loyalty in the telecommunication industry. Regardless of this, mobile telecommunication firms in Kenya are yet to achieve required brand loyalty levels. This is evident given high levels of switching freedom and churn rate levels which rose from 21.20% to 31.45% in Safaricom, while in Airtel, this rose from 4.9% to 6.0% in 2021. The main purpose of this study was to investigate the effect of relationship marketing on brand loyalty in mobile telecommunication service providers in Kenya. The study was hinged relationship marketing theory and descriptive research design. Target population was 124,849 subscribers drawn from four telecoms; Safaricom, Airtel, Telecom and Equitel. Stratified sampling technique was used to select a representative sample of 443 respondents. The primary data for the study was collected using a closed ended survey instrument. The study adopted Cronbach’s metrics of alpha to determine the internal consistency of the instrument while its validity was assessed by supervisors. Quantitative data was analyzed using both descriptive statistics (frequencies, percentages, means, standard deviation) and inferential statistics (Correlation and Regression). The findings indicated that there is a positive and significant relationship between relationship marketing and brand loyalty, where relationship marketing explained 60.1% of the variance in mobile telecommunication service providers brand loyalty. The study concludes that relationship marketing has a significant effect on brand loyalty. The telecos management should put more effort on human interactions and activities, enhanced Collaborative Perspective, aligned and empowerment employee and value co-creation behaviors in order to advance relationship marketing Keywords: Relationship Marketing, Brand Loyalty

Pengaruh Implementasi Relationship Marketing Terhadap Loyalitas Pelanggan

The purpose of this study was to determine the description of Relationship Marketing and Customer Loyalty at Da'o Screen Printing company and to determine the effect of Relationship Marketing on Customer Loyalty at Da'o Screen Printing company. The research method used by researchers is to use descriptive analysis. This research uses a quantitative approach. The type of research used in this research is causal. In this study, the authors conducted direct research on all Da'o Screen Printing customers to obtain data. The sample in this study was 50 people, this is based on saturated sampling technique where the population in this study was 50 people. Researchers will conduct tests using SPSS version 25. Relationship Marketing at Da'o Screen Printing company is currently in a very good classification. Da'o Screen Printing's customer loyalty is currently in a good classification because many customers maintain loyalty at Da'o Screen Printing. Relationship Marketing has a significant effect on Customer Loyalty because if the implementation of Relationship Marketing will increase customers who are loyal to the products provided by Da'o Screen Printing.

Improve Marketing Performance through Marketing Relationships and Sustainable Competitive Advantage

The objective of this study was how to increase the market performance of micro and, small, medium enterprises in Kampung Wisata Tegalwaru Bogor. We examine the effect of relationship marketing and sustainable competitiveness advantage on market performance. On the other hand, this study also examined sustainable competitive advantage as moderating variables. The survey was conducted by distributing the questionnaires to 50 micro, small, and medium enterprises (MSME). The sampling method used in this study is nonprobability sampling with a purposive technique. The results indicate that relationship marketing was influenced significantly by sustainable competitiveness advantage. Relationship marketing was influenced significantly by market performance. Sustainable competitiveness advantage was influenced significantly by market performance. Sustainable competitiveness advantage was the mediate relationship between relationship marketing to market performance. This research implies that companies can create sustainable competitive advantage for company managers as a strategic step by identifying competitors who can positively influence the implementation of management strategies that are expected to improve marketing performance to achieve sustainable competitive advantage

Peran Mediasi Kepuasan Pelanggan Atas Pengaruh Relationship Marketing Dan Service Quality Terhadap Loyalitas Pelanggan

This study aims to determine the mediating role of customer satisfaction on the influence of relationship marketing and service quality on customer loyalty (studies at the Grand Citihub Hotel @Kajoetangan, Malang City. The population in this study were all customers of the Grand Citihub Hotel @Kajoetangan Malang City who had used hotel services. The sampling technique used in this study is Nonprobability Sampling with a total of 100 respondents. And the data is processed through Smart Partial Least Square (PLS) software.The results of this study indicate that: (1) Relationship marketing is able to increase customer loyalty at Grand Citihub Hotel @Kajoetangan Malang City. (2) Service quality is able to increase customer loyalty of Grand Citihub Hotel @Kajoetangan Malang City. (3) Relationship marketing is not able to increase customer satisfaction at Grand Citihub Hotel @Kajoetangan, Malang City. (4) Service quality is able to increase customer satisfaction at Grand Citihub Hotel @Kajoetangan, Malang City. (5) Customer satisfaction is able to increase customer loyalty of Grand Citihub Hotel @Kajoetangan Malang City. (6) Customer satisfaction is unable to play a role in mediating the effect of relationship marketing on customer loyalty of Grand Citihub Hotel @Kajoetangan, Malang City. (7) Customer satisfaction is able to play a role in mediating partially (partial mediation) on the effect of service quality on customer loyalty Grand Citihub Hotel @Kajoetangan Malang City.

The Effect of Relationship Marketing on Long-Term Orientation to Strengthen the Competitiveness of One-Person Hair Shop: Mediating Effect of Customer Emotion Response

This study aims to establish a plan to revitalize the management of one-person hair shops by systematically researching relationship marketing as a way to strengthen the competitiveness of one-person hair shops and presenting it as basic data for marketing. For this study, a survey was conducted focusing on residents of the Seoul metropolitan area who have experience using or are using a one-person hair shop. The survey was conducted for about a month from January 15, 2023 to February 20, 2023, and 288 copies were used for statistical analysis. Frequency analysis, factor analysis, reliability analysis, regression analysis, and mediated regression analysis were performed using SPSS 25.0. As a result, it was confirmed that relationship marketing had a positive (+) effect on both customer emotional response and long-term orientation, and research on the mediating role of customer emotional response in the relationship between relationship marketing and long-term orientation showed that reliability and store image were completely mediated. Based on the results of this study, it was found that single-person hair shops need to not only make steady efforts to maintain consumers' long-term orientation by strengthening customer sentiment responses through differentiated relationship marketing, but also establish a system to manage customers systematically and efficiently. In-depth understanding of customers through customer emotional responses plays a major role in strengthening the competitiveness of One-person hair shops by maintaining positive relationships.

PENGARUH RELATIONSHIP MARKETING DAN PROMOSI TERHADAP CUSTOMER LOYALITY JASA TRANSPORTASI PADA TRAVEL CV. FLORES SIBOLGA

PENGARUH RELATIONSHIP MARKETING DAN PROMOSI TERHADAP CUSTOMER LOYALITY JASA TRANSPORTASI PADA TRAVEL CV. FLORES SIBOLGA