PENGARUH RELATIONSHIP MARKETING DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN TOKO DJAJAR PUTRA

Abstract

Relationship marketing and service quality are some important factors on the customers’s satisfaction and loyalty. While, the marketing performance can be examined from how the implementation of relationship marketing and service quality are applied, in order to maintain their customers’ loyalty. This research aimed to examine the effect of relationship marketing and service quality on the customer’s loyalty. Moreover, relationship marketing was measured by commitment, trust, conflict adjustment, and communication. Besides, service quality was measured by direct evidence, realiability, awareness, guarantee, and empathy. The research was quantitative. Furthermore, the data collection technique used accidental sampling. This kind of sampling collected the sample accidentally, as the researcher met everyone who was in the location and fulfilled the criteria as its data source. In line with, there were 100 respondents as sample. In addition, the data analysis technique multiple linear regression with SPSS (Statistical Product and Service Solution). Meanwhile, from the classical assumption test, it showed the model had fulfilled the criteria. The research result concluded relationship marketing and service quality had significant effect on the customers’ loyalty.
Keywords : relationship marketing, service quality, customers’ loyalty