Setiodihardjo, Henry and Sitepu, Badikenita and Suryo, Nugroho Aryono (2016) Analysis of The Influence of Relationship Marketing Tactics Towards Customer Loyalty in Singapore Creative Industry. Masters thesis, Swiss German University.

Preview	Text Henry Setiodihardjo 23114021 TOC.pdf Download (1MB) | Preview
	Text Henry Setiodihardjo 23114021 1.pdf Restricted to Registered users only Download (1MB)
	Text Henry Setiodihardjo 23114021 2.pdf Restricted to Registered users only Download (7MB)
	Text Henry Setiodihardjo 23114021 3.pdf Restricted to Registered users only Download (1MB)
	Text Henry Setiodihardjo 23114021 4.pdf Restricted to Registered users only Download (3MB)
	Text Henry Setiodihardjo 23114021 5.pdf Restricted to Registered users only Download (653kB)
Preview	Text Henry Setiodihardjo 23114021 Ref.pdf Download (562kB) | Preview

Abstract

Due to the more and more fierce competition in today’s business, many agencies are required to build long-term profitable relationship with customers and to achieve customer loyalty. Therefore, relationship marketing has become more and more th important since last decade of 20 century, especially in service industry. There are many different relationship marketing tactics implemented for retaining customer. However, some of those tactics did not affect customer loyalty effectively, and switching behaviours frequently occur among most of targeted customers. Therefore this study is aimed to investigate the impact of relationship marketing tactics on customer satisfaction and trust, which in turn increase customer loyalty, by focusing in Singapore creative industry sector. An analytical model is developed as a guideline to test the relationships between relationship marketing tactics, relationship quality (trust and satisfaction) and customer loyalty. A questionnaire distribution method are chosen in this research in order to collect primary data, a selt completed questionnaire is designed and sent out by electronic distribution to Singapore creative agency subscriber. The SPSS for windows is used to process the primary data. The findings shows that Service Quality, Price Perception, Brand Image have impact on Customer Loyalty indirectly via the customer satisfaction and trust. However, Value Offers is found to be less correlation with customer loyalty.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Relationship Marketing; Relationship Quality; Customer Loyalty.
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5410 Marketing H Social Sciences > HF Commerce > HF5415 Consumer Behavior
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Atroridho Rizky
Date Deposited:	07 Jul 2020 12:48
Last Modified:	07 Jul 2020 12:48
URI:	http://repository.sgu.ac.id/id/eprint/1068

Actions (login required)

View Item