influence of relationship marketing on customer loyalty

Abstract

This study aims to examine and explain the effect of relationship marketing on customer loyalty mediated by customer satisfaction. To achieve the research objectives, data analysis using Path Analysis and Sobel Test. Sampling by non-probability sampling with purposive sampling method and the size of the sample taken is 120 respondents. The results of the analysis show that relationship marketing has a positive and significant effect on customer loyalty at Livingstone Café & Bakery Seminyak Bali. Furthermore, relationship marketing also has a positive and significant effect on customer satisfaction at Livingstone Café & Bakery Seminyak Bali. Customer satisfaction has a positive and significant effect on customer loyalty at Livingstone Café & Bakery Seminyak Bali and customer satisfaction can significantly mediate the effect of relationship marketing on customer loyalty at Livingstone Cafe & Bakery Seminyak Bali. Suggestions that can be recommended to the management of Livingstone Café & Bakery Seminyak Bali are to always build better relationship marketing to increase customer satisfaction and customer loyalty.

The effect of corporate reputation on customer loyalty in the Ghanaian banking industry: the role of country-of-origin

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Fostering University-Industry Collaboration: Unveiling the Mediating Influence of Gratitude between Relational Benefits and Relationship Value

“…Numerous researchers have developed different trade scenarios in which R.M. has been conceptualized (Darmayasa & Yasa, 2021;Itani et al, 2019;Sheth, 2002;Steinhoff et al, 2019;Zhang et al, 2016;Zollo et al, 2020). R.M.…”

Determinan Loyalitas Nasabah Bank NTB Syariah

“…Perbankan syariah perlu menjalin hubungan yang baik dengan nasabah maupun calon nasabahnya dengan mengadakan relationship marketing. Hal yang dilakukan yaitu dengan cara mengajak nasabah untuk mengikuti kegiatan perusahaan, menjadikan nasabah partner kerja, serta melayani secara baik dan cepat agar hubungan baik tetap terjaga (Hendrayani 2018;Darmayasa and Yasa 2021). Riset tentang efek customer relationship terhadap loyalitas sudah diteliti oleh Jiménez, Álvarez, and Padilla (2017); Pradana (2018); Hayati et al (2020), akan tetapi riset tersebut tidak mengkaji service performance dan bauran pemasaran.…”