PERANAN RELATIONAL BENEFITS DALAM PENINGKATAN KEPUASAN DAN LOYALITAS PELANGGAN MEBEL LAMONGAN

Mohammad Yaskun

Abstract


Memberikan kepuasan secara konsisten kepada pelanggan dapat membuat pelanggan menjadi loyal kepada perusahaan. Sikap loyal pelanggan kepada perusahaan akan sangat membantu perusahaan untuk dapat bertahan dalam persaingan bisnis karena pelanggan merupakan sumber pendapatan dari perusahaan. Relationship marketing adalah salah satu strategi pemasaran yang bisa digunakan untuk mencapai tujuan tersebut. Melalui strategi relational benefits perusahaan dapat memberikan manfaat atas hubungan antara perusahaan dan pelanggan. Penelitian ini dilakukan di perusahaan mebel di Lamongan dengan responden sebanyak 202 orang. Hasil penelitian menunjukkan bahwa confidence benefits dan social benefits berpengaruh positif dan signifikan terhadap kepuasan pelanggan dan loyalitas pelanggan mebel. Special treatment benefits berpengaruh positif dan signifikan terhadap kepuasan pelanggan akan tetapi tidak berpengaruh signifikan terhadap loyalitas pelanggan mebel. Selanjutnya, kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan mebel.


Keywords


Relational benefits, kepuasan pelanggan, loyalitas pelanggan.

Full Text:

PDF

References


Alrubaiee, Laith and Nahla Al Nazer. 2010. Investigate the Impact of Relationship Marketing Orientation on Customer Loyalty: The Customer's Perspective. International Journal of Marketing Studies, Vol. 2, No. 1, pp. 155-174.

Arikunto, Suharsimi. 2010. Prosedur Penelitian. Cetakan Keempatbelas. Jakarta: PT. Rineka Cipta.

Briliana, Vita. 2013. Pengaruh Kepuasan, Komitmen, Manfaat Sosial dan Special Treatment Benefits Terhadap Loyalitas Pelanggan. Jurnal Bisnis dan Akuntansi, Vol. 15, No. 1, pp. 57-64.

Dimitriadis, Sergios. 2010. Testing Perceived Relational Benefits As Satisfaction And Behavioral Outcomes Drivers. International Journal of Bank Marketing, Vol. 28, No. 4, pp. 297-313.

Eisingerich, Andreas B, Simon J. Bell. 2006. Relationship Marketing in The Financial Service Industry. Journal of Financial Service Marketing, Vol. 10 No. 4, pp. 86-97.

Ferdinand, Augusty. 2002. Structural Equation Modelling Dalam Penelitian Manajemen Aplikasi Model-Model Rumit Dalam Penelitian Untuk Tesis Magister & Disertasi Doktor. Semarang : BP UNDIP.

Griffin, Jill. 2002. Customer Loyalty, How to Keep it. Josey Bass Gwinner, Kevin P., Dwayne D.

Grembler, and Mary Jo Bitner. 1998. Relational Benefits in Service Industries: The Customers Perpective. Journal Academic Marketing Science, Vol. 26, pp. 101-114.

Hurriyati, Ratih. 2005. Bauran Pemasaran dan Loyalitas Konsumen. Bandung: Alfabeta.

Kau, Ah Keng and Elizabeth Wan Yiun Loh. 2006. The effect of service recovery on satisfacation : a comparison between compalaints and non complainants. Journal of Service Marketing, Vol. 20, No. 2, pp. 101-111.

Kinard, Brian R., and Michael L. Capella. 2006. Relationship Marketing: The Influence Of Consumer Involvement On Perceived Service Benefits. Journal of Services Marketing, Vol. 20, pp. 359–368.

Kotler, Hayes, Thomas, & Bloom. 2002. Marketing Profesional Service. New York: Prentice Hall.

Kotler, 2006. Manajemen Pemasaran Edisi ke Sebelas, Jilid II. Jakarta: Indeks Kelompok Gramedia.

Leverin, Andraez, and Veronica Liljander. 2006. Does relationship marketing improve customer relationship satisfaction and loyalty?. International Journal of Bank Marketing, Vol. 24 No. 4, pp. 232-251.

Lupiyoadi, Rambat dan A. Hamdani. 2008. Manajemen Pemasaran Jasa, Edisi ke Dua. Jakarta: Salemba Empat.

Lovelock, Christopher, and Lauren K. Wright. 2007. Manajemen Pemasaran Jasa. Cetakan Kedua. Jakarta: Indeks.

Molina, Arturo, David Martin Consuegra, Agueda Esteban. 2007. Relational Benefits And Customer Satisfaction In Retail Banking. International Journal of Bank Marketing, Vol. 25 No. 4, pp. 253-271.

Molina, Maria Eugenia, Irene Gil-Saura, and Gloria Berenguer Contri. 2009. Relational Benefits And Loyalty in Retailing: An Inter Sector Comparison. International Journal of Retail & Distribution Management, Vol. 37 No. 6, pp. 493-509.

Navarro, Mercedes Marzo., Marta Pedraja Iglesias, and Ma Pilar Revera Torres. 2004. The Benefits of Relationship Marketing for The Customer and for The Fashion Retailers. Journal of Fashion Marketing and Management, Vol. 8 No. 4, pp. 425-436.

Ndubisi, Nelson Oly, and Chan Kok Wah. 2005. Factorical and Discriminant Analyses of Underpinnings of Relationship Marketing and Customer Satisfaction. International Journal of Bank Marketing, Vol. 23 No. 7, pp. 542-557.

Prayogi, I Made Surya. 2015. Relational Benefit, Kepuasan, dan Loyalitas Pelanggan Pada Bengkel PT. Honda Dewata Motor. Jurnal Manajemen dan Kewirausahaan, Vol. 17, No.1, pp. 11-20.

Rauyruen Papassapa, Kenneth E. Miller. 2007. Relationship Quality As A Predictor Of B2B Customer Loyalty. Journal Of Business Research, Vol. 60, pp. 21-31.

Solimun. 2005. Structural Equation Modelling. Surabaya: Universitas Katolik Widya Mandala.

Sugiyono. 2014. Metode Peneitian Kuantitatif, Kualitatif, dan R&D. Cetakan Keduapuluh. Bandung: CV. Alfabeta.

Suprapti, Sri. 2009. Perilaku Pasca Pembelian: Sebuah Tinjauan Konseptual untuk Peluang Penelitian. MATRIK, Jurnal Manajemen, Strategi Bisnis.

Suyana, Utama Made. 2007. Aplikasi Analisis Kuantitatif. Denpasar: Sastra Utama.

Sui, Jun Jian, Seyhmus Baloglu. 2003. The Role Of Emotional Commitment In Relationship Marketing: An Empirical Investigation Of A Loyalty. Journal of Hospitality & Tourism Research, Vol. 27, No 7, pp. 470-479.

Thurau, Thorsten, Kevin P. Gwinner, Dwayne D. Gremler. 2002. Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality. Journal of Service Research, Vol. 4, No. 3, pp. 230-247.

Umar, Husein. 2005. Metode Riset Bisnis. Jakarta: PT. Gramedia Pustaka Utama.

Wibowo, Herry Arianto Lestari. 2009. Pengaruh Relationship Marketing terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan. Jurnal Aplikasi Manajemen, Vol. 17, No. 4, pp. 818-823.

Yen, Hsiu Ju Rebecca, and Kevin P. Gwinner. 2003. Internet Retail Customer Loyalty. Journal of Service, Vol. 14 No. 5, pp. 483–500.

Yen, Tsai Fa, Hsiou Hsiang Liu, and Chao Lin Tuan. 2009. Managing Relationship Effort to Influence Loyalty : An Emperical Study on The Sun Link Sea Forest and Recreational Park, Taiwan. The International Journal of Organizational Innovation, Vol. 2 No. 2, pp. 179–194.

Yu, Kevin Siu Lung, and Song Yang. 2009. Determinants of Customer Loyalty: An Exploratory Investigation on Relational Benefits in the Context of Customer Club. ANZMAC. pp. 1– 8.

Zheithaml, Valerie A., Mary Jo Bitner, and Dwyne D. Gremler. 2006. Service Marketing-Integrating Customer Focus Across The Firm. 4th Edition. New York: McGraw Hill.




DOI: https://doi.org/10.21107/jsmb.v4i2.3965

Refbacks

  • There are currently no refbacks.


Copyright (c) 2018 Mohammad Yaskun

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License
Jurnal Studi Manajemen dan Bisnis by Universitas Trunojoyo Madura is licensed under a Creative Commons Attribution 4.0 International License.