The Effect of Relationship Marketing and Community Toward Switching Barrier and Its Impact on Customer Retention

DOI

10.2991/aebmr.k.200415.040How to use a DOI?

Keywords

relationship marketing, community, switching barrier, customer retention

Abstract

The purpose of this quantitative research is to examine and analyze the effect of relationship marketing and community on switching barriers and customer retention. This research was conducted on 100 authorized Toyota car dealership customers in Malang. Sampling is done by accidental convenience sampling technique. Data collection in this study was carried out with a research instrument using a questionnaire. Next to test the model is done by using SEM analysis with the GSCA approach. The results showed that there was a significant influence between relationship marketing and community on switching barriers. Switching barrier has a significant effect on customer retention. Partially known that relationship marketing variables are variables that have a dominant influence on customer retention.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Tundung Subali Patma
AU  - Fullchis Nurtjahjani
AU  - Farida Akbarina
PY  - 2020
DA  - 2020/04/17
TI  - The Effect of Relationship Marketing and Community Toward Switching Barrier and Its Impact on Customer Retention
BT  - Proceedings of the 1st Annual Management, Business and Economic Conference (AMBEC 2019)
PB  - Atlantis Press
SP  - 199
EP  - 202
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200415.040
DO  - 10.2991/aebmr.k.200415.040
ID  - Patma2020
ER  -