Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)

The Effectiveness of Strategies to Achieve Customer Loyalty: The Role of Relationship Marketing and Customer Retention

Authors
Arlin F M Trenggana1, *, Lili A Wibowo2, Agus Rahayu3, Oktaviani Lestari4
1School of Postgraduate Studies, Universitas Pendidikan Indonesia Jalan, Dr. Setiabudhi No 229 Bandung 40154
2Universitas Pendidikan Indonesia Jalan, Dr. Setiabudhi No 229 Bandung 40154
3Universitas Pendidikan Indonesia Jalan, Dr. Setiabudhi No 229 Bandung 40154
4School of Communication and Business, Universitas Telkom, Jalan Telekomunikasi No. 1, Bandung, 40257
*Corresponding author. Email: arlinfmtrenggana@upi.edu
Corresponding Author
Arlin F M Trenggana
Available Online 12 July 2022.
DOI
10.2991/aebmr.k.220701.094How to use a DOI?
Keywords
Customer Loyalty; Customer Retention; Relationship Marketing
Abstract

This study aimed at determining consumer loyalty, relationship marketing, and customer retention and seeing the success of the strategies that have been carried out. The method used was causal and descriptive quantitative. The population was JNE customers in the city of Bandung. The sampling technique was carried out using a non-probability sampling method, specifically, the type of probability sampling with as many as 100 respondents who did online business and used courier services at least three times a month. The data analysis technique used is path analysis. The study results revealed that respondents considered JNE’s relationship marketing good, while customer retention and customer loyalty were in a good category. Path analysis results show that loyalty can be influenced by relational marketing directly and indirectly through customer retention, which means that the strategy has been implemented properly.

Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
12 July 2022
ISBN
10.2991/aebmr.k.220701.094
ISSN
2352-5428
DOI
10.2991/aebmr.k.220701.094How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

TY  - CONF
AU  - Arlin F M Trenggana
AU  - Lili A Wibowo
AU  - Agus Rahayu
AU  - Oktaviani Lestari
PY  - 2022
DA  - 2022/07/12
TI  - The Effectiveness of Strategies to Achieve Customer Loyalty: The Role of Relationship Marketing and Customer Retention
BT  - Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)
PB  - Atlantis Press
SP  - 516
EP  - 520
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220701.094
DO  - 10.2991/aebmr.k.220701.094
ID  - Trenggana2022
ER  -