THE INFLUENCE OF RETAILING MIX PERFORMANCE AND CUSTOMER RELATIONSHIP MARKETING ON CUSTOMER LOYALTY
No Thumbnail Available
Date
2012-01-25
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
International Conference on Business, Entrepreneurship and Management 2012, San Beda College
Abstract
Today the retail business is growing rapidly in Indonesia, retailers specifically local and foreign
mini market compete tightly in offering goods and services. This in turn is accompanied by
growing consumer demand upon excellent service and quality products. Facing this kind of
market the company must increase their competitive advantage if they want to survive in the
mini market retailing industry. This condition indicated the importance that the mini market ,
b'usiness should focus on efforts in maintaining the loyalty of their customers.
Customer loyalty is important and crucial in the marketing world. Retail industry customer in
Indonesia tends to be disloyal, the average customer have 4 retail channels per person. To give
an alternative solution toward problems on customer loyalty at mini market, it is imperative that
this research conveys variables that influence customer loyalty. The variables are retailing mix
and customer relationship. Through this research it can be known what dimensions shape the
overall variables in relevance with assessment objectives and what the influence between
variables are.
The characteristics assessed in this research are retailing mix and customer relationship which
have influenced upon customer loyalty. Because the constructs are unobservable variables
assessment is conducted through indicators (manifested from concept) directly as observable
variables. The analysis conducted is descriptive analysis for variables that are qualitative and
verificative as hypothesis measurement by using statistic test for thing that have causality by
nature., The number of samples are 200 respondents who are selected by stratified random
sampling from mini markets customers who already obtain membership from mini markets who
have conducted customer relationship in Bandung.
The outcome of this research shows that retailing mix and customer relationship have a
significant influence upon customer loyalty. But the influence of customer relationship on
customer loyalty is higher than the influence of retailing mix on loyalty.
Description
Keywords
retailing mix, customer relationship, loyalty