Building SMEs Competitive Advantage in Export Markets: The Role of Human Capital and Relationship Quality

İsmail, Daud

doi:10.17576/pengurusan-2014-40-01

Cited by 2 publications

(2 citation statements)

References 79 publications

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“…Because commitment is easily attacked and rare, commitment will not be established if people do not have confidence in an organization (Garbarino & Johnson 1999). In addition, trust has been conceptualized as the foundation of any business relationship (Ismail 2014). The studies conducted by Morgan and Hunt (1994), Smith (1998), Garbarino and Johnson (1999), Sargeant and Lee (2004) and Handriana (2013: 183) find that trust affects customer commitment.…”

Section: Similarity and Relational Commitmentmentioning

confidence: 99%

“…Meanwhile, Kotler and Keller (2016: 43) describe the objective of relationship marketing as aiming towards building mutually satisfying long-term relationships with key constituents in order to earn and retain their business. Meanwhile, Ismail (2014) argues that small businesses should look into the prospect of developing strong and close relationships, which is referred to as relationship quality.…”

Section: Introductionmentioning

confidence: 99%

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The Role of Relationship Marketing in Small and Medium Enterprises (SMEs)

Handriana

2016

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This study examines the role of relationship marketing on Small and Medium Enterprises (SMEs) in Indonesia. Relationship marketing is a concept in marketing management aimed at maintaining long-term relationships with customers. Meanwhile, SMEs occupy a crucial role in sustaining the economy of Indonesia. Therefore, by implementing the concept of relationship marketing, it is expected that customer loyalty on SMEs is formed and can maintain the sustainability of SMEs. The study used survey methods, with a sample pool of 183 SMEs customers. The analysis technique utilized structural equation modeling (SEM) and the data was processed using AMOS Basic. The results show that trust and relational commitment is significantly affected by communication and relational benefits. Meanwhile, trust and relational commitment significantly affect customer loyalty. The variables of similarity and frequency of interactions have no significant effect on either trust or relational commitment of customers of SMEs.

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