The benefits of relationship marketing for the consumer and for the fashion retailers

Abstract

Globalization, competition and market saturation have caused a growing interest by firms in developing strategies directed at creating brand loyalty among their customers, especially in markets with low growth rates. In order to reach this objective, relationship marketing must be applied, which considers the mutual benefits derived from the creation of stable relationships between buyers and sellers. The study herein developed analyses the existence of groups of customers from the service sector who value the offer of relational benefits by the organisation, in which benefits are centred basically on the relationship with the contact personnel. As a result, the customers state greater levels of satisfaction with and loyalty to the organisation.

Relational Benefit, Kepuasan, Dan Loyalitas Pelanggan Pada Bengkel Pt Honda Dewata Motor

“…Zheithaml et al (2006, p. 184) menyatakan bahwa hubungan yang baik akan membuat pelanggan merasa lebih nyaman dalam beriteraksi. Navarro, Iglesias, and Torres (2004), Ardyansyah (2007), dan Semadi et al (2010) yang meneliti tentang pengaruh social benefit terhadap kepuasan pelanggan menemukan hasil bahwa social benefit yang semakin tinggi mampu meningkatkan kepuasan pelanggan secara signifikan. Berdasarkan hasil kajian empiris tersebut, maka dapat dibangun hipotesis yakni H 2 : Social benefits berpengaruh positif dan signifikan terhadap kepuasan pelanggan.…”

“…Temuan penelitian yang menyatakan bahwa terdapat pengaruh positif dan signifikan social benefits terhadap loyalitas dikemukakan oleh Macintosh and Lockshin (1997), Hennig-Thurau et al (2002); dan Navarro et al (2004). Berdasarkan tiga hasil penelitian tersebut, dapat disusun hipotesis yakni H 5 : Social benefits berpengaruh positif dan signifikan terhadap loyalitas pelanggan.…”

“…Penelitian tentang pengaruh kepuasan terhadap loyalitas pelanggan diantaranya dikembangkan oleh Navarro et al (2004) Semadi et al (2010). Keseluruhan hasil riset tersebut mengemukakan bahwa kepuasan secara signifikan berpengaruh positif terhadap loyalitas pelanggan.…”

“…Artinya, bahwa semakin baik manfaat sosial yang diperoleh atau social benefits, maka kepuasan yang akan dirasakan oleh pelanggan PT Honda Dewata Motor akan semakin baik juga. Hasil penelitian ini juga sesuai dengan studi yang dilakukan oleh Ardyansyah (2007); Semadi et al (2010); Navarro et al (2004).…”

Relationship benefits and costs in retailing: A cross-industry comparison

“…For service companies, particularly retail stores, it is highly important to ascertain the most valuable benefi ts for customers, as a direct relationship has been observed between relational benefi ts and customer satisfaction, the latter being an antecedent of customer loyalty towards the store ( Reynolds and Beatty, 1999 ;Yen and Gwinner, 2003 ;Marzo-Navarro et al , 2004 ). In this sense, a satisfi ed clientele shows lower price elasticity, lower likelihood of supplier switching behaviour and brand identifi cation being thus more loyal.…”