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PENGARUH MANFAAT RELASIONAL DAN KETERGANTUNGAN TERHADAP KEPUASAN PELANGGAN DAN INFORMASI LISAN DI CIRCLE-K SURABAYA

By BAGUS DWI KRISDIANTO

Abstract

Competitive maps of companies in Indonesia shows the straight competition. In competition, the loyalty is the target to be achieved of each company as a key business continues to grow. To get a loyal customer, then the critical edges that are the focus of attention customers deserve major attention.One strategy that is often taken to maintain customer satisfaction and loyalty is by applying the relationship marketing concept by optimizing their relational benefits application that include confidence benefits, social benefits, and special treatment benefits. Circle - K as retail company in Surabaya also apply this strategy for retain existing customers and attract new customer. This study aims to determine affect of relational benefits on Circle - K customer satisfaction, and reliance with the verbal information.There were 200 respondents in this research within their criteria are customers of Circle – K in Semolo Waru Surabaya. The sample deciding method are non probability sampling by convenience sampling sampling and convenience sampling. To gain the result as the research goal, Structural Equation Modelling(SEM).Both of relational benefits are confidence benefits and social benefits have positive and significant affect on customer satisfaction. And the hypothesis that customer satisfaction has positive and significant affect on benefit of trust customer is supported in this research. There is no effect between customer satisfaction with the verbal information. Keywords : Special Treatment Benefits. Social Benefits. Confidence benefits.Dependence. Customer Satisfaction and Oral Information

Topics: 658.8 - MANAGEMENT OF MARKETING
Year: 2013
OAI identifier: oai:eprints.perbanas.ac.id:1235

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