HUBUNGAN IMPLEMENTASI RELATIONSHIP MARKETING DENGAN LOYALITAS PELANGGAN PADA BLACKPEPPER RESTO DAN CAFE BANDUNG
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Date
2014-05
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DeReMa Jurnal Manajemen, Jurusan Manajemen Fakultas Ekonomi Universitas Pelita harapan, Vol.9, No.1
Abstract
The aim of this study is to investigate the relationship of Relationships Marketing Implementation and customer
loyalty in Blackpepper Resto Cafe Bandung. Authors use four variables suggested by Evan and Laskin (in
Wibowo, 2006) which representing the relationship marketing implementation, namely: understanding
customer expactation (UCE), Building Service Partnership (BSP), Empowering Employees (EE), and Total
Quality Management (TQM). The population of this study is blackpepper resto cafe consumers in Bandung, the
sample size is 150 and analyzed through rank spearman correlations. The result shows that all variables
respresenting relationships marketing implementation have significance relationships with customer loyalty, in
addition the Building Partnership Service is the biggest contribution to customer loyalty. The authors also
made some recommendations, limitations, and further research.
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Keywords
Understanding Customer Expectation, Building Service Partnership, Empowering Employees, Total Quality Management, Customer Loyalty