Implementasi Strategi Pemasaran Relasional dan Pengaruhnya terhadap Kepuasan Pelanggaan (Kajian Empiris pada Pelanggaan Bisnis Ritel di Kota Surakarta)

Abstract

This study aims to analyze the influence of relationship marketing variables such as: communication, commitment, trust, and quality service to the customer satisfaction in retail business. The research sample is 100 customers of retail business at the city of Surakarta which used accidental sampling technique. The variables of relationship marketing and customer satisfaction are measured by a Likert scale. To determine the effect of relationship marketing variable to customer satisfaction used multiple linear regression analysis. The results showed relationship marketing variables such as: communication (t = 2.602), commitment (t = 2.106), confidence (t = 2.045), and service quality (t = 1.998) significantly affect to customer satisfaction. The future research should be differentiate between groups of retail customers, analyze the differences of customer satisfaction among groups of different retailers, and need to add other variables such as: Personalization, Social Tying, Conflict Solution