Pengaruh Relationship Marketing Terhadap Loyalitas Konsumen Klinik Navaagreen Batam
Keywords:Relationship marketing, Customer trust, Commitment, Communication, Loyalty
The concept of relationship marketing emerged in the fields of services marketing and industrial marketing. Relationship marketing combines offline and online strategies to strengthen bonds between businesses and customers. In essence, it involves investing heavily in connections with customer.. The objective of this study is to investigate how he trust, commitment, communication, and conflict handling influence the customer loyalty. The data collection instrument used was a questionnaire which was administrated to a total sample of 100 consumers of Navaagreen Batam Clinic. The analyses involved statistical methods such reliability and validity tests and multiple regression. The results indicated that there are positive significant relationship between (a) trust, (b) commitment, (c) communication and consumer loyalty at Navaagreen Batam Clinic. The finding also indicated that there is negative insignificant relationship between Handling Customer Complaints/Conflicts and consumer loyalty at Navaagreen Batam Clinic. The study therefore recommends that Navaagreen Batam Clinic need to implement the strategy to maintain customer trust, commitment and communication. The current study also suggest to Navaagreen Batam Clinic for improving the customer’s complaint handling system as well as to show more care and concern when relating to their customers as all these give the consumers a seen as assurance and honor as revealed by the study result.
Aali, Mohammadbagher & Nasab, Davoud & Fakhri, Kamran & Fazeliyan, Seyed & Kheirollahi, Hadi. (2020). Relationship Marketing.
Ampornklinkaew, C. (2023). A bibliometric review of research on customer commitment. Journal of Relationship Marketing. https:// doi.org/10.1080/15332667.2023.2 197771
Anh, Nguyen & Tang My, Sang & Pham, Duong. (2023). Promoting customer loyalty through e-marketing communication at commercial banks. Nurture. 17. 335-344. 10.55951/nurture.v17i3.340.
Ashraf, S., Iiyas, R., Imtiaz, M., & Tahir, H. M. (2017). Impact of CSR on customer loyalty: Putting customer trust, customer identification, customer satisfaction and customer commitment into equation-a study on the banking sector of Pakistan. International Journal of Multidisciplinary and Current Research, 5, 1362-1372.
Boonlertvanich, K. (2019). Service quality, satisfaction, trust, and loyalty: The moderating role of main-bank and wealth status. International Journal of Bank Marketing, 37(1), 278-302. https:// doi.org/10.1108/IJBM-02-2018- 0021
Deventer, Marko & Redda, Ephrem. (2023). Customer loyalty and trust in South African retail banking. Innovative Marketing. 19. 211-222. 10.21511/im.19(2).2023.17.
Dam, S. M., & Dam, T. C. (2021). Relationships between service quality, brand image, customer satisfaction, and customer loyalty. Journal of Asian Finance, Economics and Business, 8(3), 585-593. https://doi.org/10.13106/ jafeb.2021.vol8.no3.0585
Deloitte. (2021, July 19). Building trust in financial services through digital identity management. Retrieved from https://www. deloitte.com/global/en/services/ risk-advisory/blogs/buildingtrust-in-financial-servicesthrough-digital-identity-management.html
Du Toit, G., Glusac, N., Cuthell, K., Goossens, C., & De Gooyer, C. (2023, March 30). Customer behavior and loyalty in banking: Global edition 2023. Bain&Company. Retrieved from https://www.bain.com/insights/ customer-behavior-and-loyaltyin-banking-global-edition-2023/
Egwuonwu, T. K., Adeniran, J. A., & Egwuonwu, C. O. K. (2017). Integrated Marketing Communications and Customer Loyalty in Nigeria’s Telecommunications Industry. International Business and Management, 14 ( 2 ) , 18-28.
Huang, I., Du, P., Lin, L., Liu, T., Lin, T., & Huang, W.-C. (2021). The effect of perceived value, trust, and commitment on patient loyalty in Taiwan. The Journal of Health Care Organization, Provision, and Financing, 58. https://doi. org/10.1177/00469580211007217
Husnain, Mudassir. (2015). Relationship Marketing and Customer Loyalty: Evidence from Banking Sector in Pakistan. Global Journals Inc. (USA). 15.
Ikramuddin, I., & Mariyudi, S. (2021). The mediating role of customer satisfaction and brand trust between the relationship of perceived value and brand loyalty. Asian Journal of Economics, Business and Accounting, 21(19), 21-33. http://dx.doi.org/10.9734/ AJEBA/2021/v21i1930503
K., Sumitha. (2023). A Literature Review on Customer Relationship Management. 8448.
Kotler, Philip and Lane Keller. 2017. Marketing Manajement, 15th Edition New Jersey: Pearson Pretice Hall, Inc
Morgeson, Forrest & Hult, G. Tomas M. & Mithas, Sunil & Keiningham, Timothy & Fornell, Claes. (2020). Turning Complaining Customers into Loyal Customers: Moderators of the Complaint Handling–Customer Loyalty Relationship. Journal of Marketing. 10.1177/0022242920929029
Purnomo, D., Yusuf Ronny Edward, Syaifuddin, & Sofiyan. (2022). The Effect Of Marketing Communications Strategy And Promotion On Customer Loyalty With Customer Satisfaction As A Moderating Variable In Pt. Bank Rakyat Indonesia Tbk Especially In Work Units Kcp Diski Year 2019. International Journal of Science, Technology & Management, 3(2), 319-324.
Rehman, Shakeel & Gulzar, Rafia & Aslam, Wajeeha. (2022). Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach. SAGE Open. 12. 215824402210999. 10.1177/21582440221099936
Ridho A’zima, Najmuddin, Nur Fatehanny (2020) The Influence Of Green Marketing Towards Customer Loyalty Store Mustika Ratu Market. AGREGAT: Jurnal Ekonomi dan Bisnis Volume 4 (2), 2020 http://journal.uhamka.ac.id/index.php/agregat p-ISSN: 2549-5658 e-ISSN: 2549-7243 DOI: 10.22236/agregat_vol4/is2pp167-177 Pp 167-177
Sadamoro, Festus & Ajayi, Omobola & O.O., Ayodel & T.O., Areola. (2023). Influence Of Relationship Marketing On Customers’ Loyalty Among Solar Power Consumers In Ekiti State, Nigeria. British Journal of Management and Marketing Studies. 6. 81-92. 10.52589/BJMMS-2LOMET9R.
Rane, Nitin & Achari, Anand & Choudhary, Saurabh. (2023). Enhancing customer loyalty through quality of service: Effective strategies to improve customer satisfaction, experience, relationship, and engagement. International Research Journal of Modernization in Engineering Technology and Science. 5. 427-452. 10.56726/IRJMETS38104.
Singh, S., & Jasial, S. S. (2021). Moderating effect of perceived trust on service quality–student satisfaction relationship: Evidence from Indian higher management education institutions. Journal of Marketing for Higher Education, 31(2). 280-304.
.Yıldırım, Y., Amarat, M. and Akbolat, M. (2022), "Effect of relationship marketing on hospital loyalty: the mediating role of patient satisfaction", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 16 No. 3, pp. 337-353. https://doi.org/10.1108/IJPHM-01-2021-0010
How to Cite
Copyright (c) 2023 Prosiding Seminar Nasional Ilmu Sosial dan Teknologi (SNISTEK)
This work is licensed under a Creative Commons Attribution 4.0 International License.