The Influence of Relationship Marketing and Customer Retention
Arlin Ferlina Mochamad Trenggana, Leni Cahyani
Arlin Ferlina Mochamad Trenggana
Available Online May 2019.
- https://doi.org/10.2991/icebef-18.2019.141How to use a DOI?
- relationship marketing; customer retention
- 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.
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 -