The Effect of Relationship Marketing and Community Toward Switching Barrier and Its Impact on Customer Retention
- https://doi.org/10.2991/aebmr.k.200415.040How to use a DOI?
- relationship marketing, community, switching barrier, customer retention
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.
- © 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/).
Cite this article
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 - https://doi.org/10.2991/aebmr.k.200415.040 ID - Patma2020 ER -