The Influence of Relationship Marketing and Customer Retention

DOI

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.

Copyright

© 2019, 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/).

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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  - 10.2991/icebef-18.2019.141
ID  - Trenggana2019/05
ER  -