Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018)

The Influence of Relationship Marketing and Customer Retention

Authors
Arlin Ferlina Mochamad Trenggana, Leni Cahyani
Corresponding Author
Arlin Ferlina Mochamad Trenggana
Available Online May 2019.
DOI
https://doi.org/10.2991/icebef-18.2019.141How to use a DOI?
Keywords
relationship marketing; customer retention
Abstract
Business competition makes the important presence of strategies to keep customers. Understanding customer retention not only from the company's perspective, but also from the side of the consumer. One brand of diaper in Indonesia is Sweety, who has been implementing various marketing strategies to build relationships with consumers and retain customers. The purpose of this study is to analyze and find the influence of dimensions of relationship marketing (trust, communication, commitment, and handling conflict) and customer retention. Research methods using descriptive and verificative, with 100 respondents were taken with the technique of method of non-probability based on purposive sampling that have criteria is consumers who have or still buy Sweety products. The results of the processing of the data shows that only the dimensions of commitment and communication, each of which has an effect on customer retention. While all dimensions in relationship marketing variables simultaneously affecting customer retention.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Cite this article

TY  - CONF
AU  - Arlin Ferlina Mochamad Trenggana
AU  - Leni Cahyani
PY  - 2019/05
DA  - 2019/05
TI  - The Influence of Relationship Marketing and Customer Retention
BT  - Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018)
PB  - Atlantis Press
SP  - 659
EP  - 663
SN  - 2352-5428
UR  - https://doi.org/10.2991/icebef-18.2019.141
DO  - https://doi.org/10.2991/icebef-18.2019.141
ID  - Trenggana2019/05
ER  -