The Influence of Relationship Marketing and Customer Retention

Trenggana, Arlin Ferlina Mochamad; Cahyani, Leni

doi:10.2991/icebef-18.2019.141

Cited by 3 publications

(3 citation statements)

References 9 publications

(14 reference statements)

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“…Relationship marketing influences customer retention as the result of research [24] in Pakistan, with the object of research being Mobile Service Providers. Likewise with research [25] in Bandung City, Indonesia, which gives the results of relationship marketing has an influence on customer retention Sweety consumers.…”

Section: The Relationship Between Relationship Marketing Customer Ret...mentioning

confidence: 92%

The Effectiveness of Strategies to Achieve Customer Loyalty: The Role of Relationship Marketing and Customer Retention

Trenggana¹,

Wibowo²,

Rahayu³

et al. 2022

Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)

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This study aimed at determining consumer loyalty, relationship marketing, and customer retention and seeing the success of the strategies that have been carried out. The method used was causal and descriptive quantitative. The population was JNE customers in the city of Bandung. The sampling technique was carried out using a non-probability sampling method, specifically, the type of probability sampling with as many as 100 respondents who did online business and used courier services at least three times a month. The data analysis technique used is path analysis. The study results revealed that respondents considered JNE's relationship marketing good, while customer retention and customer loyalty were in a good category. Path analysis results show that loyalty can be influenced by relational marketing directly and indirectly through customer retention, which means that the strategy has been implemented properly.

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Section: The Relationship Between Relationship Marketing Customer Ret...mentioning

confidence: 92%

The Effectiveness of Strategies to Achieve Customer Loyalty: The Role of Relationship Marketing and Customer Retention

Trenggana¹,

Wibowo²,

Rahayu³

et al. 2022

Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)

View full text Add to dashboard Cite

show abstract

“…Retaining customers is a fundamental goal for many businesses. Therefore, most firms spend vast amounts of money and time developing long-term, cooperative relationships with their target consumers to enhance their performance in the highly competitive market environment (Trenggana & Cahyani, 2019). These conditions illustrate the significance of relationship marketing, which is concerned with identifying, growing, and maintaining customer relationships through long-term mutually beneficial engagements and connections.…”

Section: Introductionmentioning

confidence: 99%

Relationship Marketing and Customer Retention - A Systematic Literature Review

Rosário,

Casaca

2023

Studies in Business and Economics

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Relationship marketing is the process of establishing, maintaining, and improving solid relationships with a company’s customers and other stakeholders. Relationship marketing can significantly impact customer satisfaction, trust, commitment, and communication, which are critical in customer retention and increasing the probability of using a company’s products or services in the future. With globalization and technological advancements, competition and consumer demands have become more complicated, prompting firms to employ strategies that strengthen customer loyalty and trust for long-term relationships. This paper aims to identify research trends in the field through a systematic bibliometric literature review of research on relationship marketing and customer retention. The review includes 61 articles published in the Scopus® database, presenting up-to-date knowledge on the topic. The bibliographic search included peer-reviewed articles published up to 2022. The findings indicate that relationship marketing provides a win-win solution: customers benefit from special and unique treatment under relationship marketing, and companies benefit from stronger customer relationships that eventually translate to higher profitability and performance in target markets’ marketing initiatives. Relationship marketing produces multiple opportunities and benefits that facilitate the creation, maintenance, and improvement of customer retention programs.

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“…Kenyan large retail supermarkets face stiff business competition due to the entrance of international retailers in the market hence the need to adapt relationship marketing strategies that creates maximum customer value (Cherono, 2017). Successful companies are one's in perception of relational marketing and they can change consumers into clients, from prospect to a partner, and they create value for consumers in the future (Trenggana & Cahyani, 2019). The study therefore, investigated the effect of RM strategies on CR in PCK, Nairobi region.…”

Section: Introductionmentioning

confidence: 99%

Relationship Marketing Strategies on Customer Retention in the Postal Corporation of Kenya, Nairobi Region

ODUOR,

MAENDE, PhD

2023

strategicjournals.com

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This study investigated the effect of relationship marketing strategies on customer retention in Postal Corporation of Kenya, Nairobi region. The following theories guided the study; commitment-trust theory, transactional cost theory, customer engagement marketing theory and customer service theory. Descriptive research design was used in the study. The study targeted three hundred managers from sales and marketing department, customer care department and operations department. The study used one tenth of the target population for pilot study that is thirty respondents. Content validity of the instrument of study was tested through expert opinion. Cronbach's alpha reliability experiment was used to evaluate the consistency of the questionnaires, which met a reliability threshold of alpha ≥ 0.70. The study sample size was thirty percent of the total population that is ninety managers. The sampling technique used to identify respondents was simple random. Structured questionnaires were adopted to gather data, questionnaires were dropped and picked later. Data was examined using descriptive analysis and inferential statistics. Interpretation and presentation of information was through the use of tables accompanied by summaries of explanation. The study revealed that preferential treatment, customer rewards, relationship commitment and customer orientation had positively influenced customer retention in postal corporation of Kenya, Nairobi region. The study concluded that the corporation needs to embrace preferential treatment to esteem customers and develop more strategies of customer rewards to improve the level of customer retention. On relationship commitment and customer orientation, it concluded that the corporation needs to develop ways to enhance the commitment towards the delivery of the services while providing room for customers to be heard and served as a way of improving the relationship leading to improved customer retention. The study recommended that the top management should adopt relationship marketing strategies that aims at improving customer retention while promoting trainings to enhance implementation of the strategies. Survey needs to be done for informed reward strategy to customers and policies makers should bring policies that ensures customers are treated well.

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The Influence of Relationship Marketing and Customer Retention

Cited by 3 publications

References 9 publications

The Effectiveness of Strategies to Achieve Customer Loyalty: The Role of Relationship Marketing and Customer Retention

The Effectiveness of Strategies to Achieve Customer Loyalty: The Role of Relationship Marketing and Customer Retention

Relationship Marketing and Customer Retention - A Systematic Literature Review

Relationship Marketing Strategies on Customer Retention in the Postal Corporation of Kenya, Nairobi Region

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