Analysis of relationship marketing dimensions towards customer loyalty in restaurant industry a case study of Nuzzy's Restaurant, Alam Sutera

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Analysis of relationship marketing dimensions towards customer loyalty in restaurant industry a case study of Nuzzy's Restaurant, Alam Sutera

Ariestia, Shirke - Personal Name; Abduh, Dibia M. - Personal Name;

Lately in Indonesia, culinary industry has become such a hot topic to discuss. Many channels on television and radio have been boasting up this matter. As the food industry grows, food outlets compete with one another to grab the market. One of the many ways is through relationship marketing. The purpose of the research is to analyze whether relationship marketing between Nuzzy's restaurant, represented by four dimensions (bonding, empathy, reciprocity and trust), and their customers will have any influence on customer loyalty. The primary data obtained by distributing questionnaire to customers of Nuzzy's restaurant as respondents and an in-depth- interview with the management. This research is a causal research, by using SPSS 17.00. From the findings and analysis results, there is an impact from relationship marketing towards customer loyalty and bonding represents as a factor that has the most significant influence from the rest of the relationship marketing which are bonding, empathy and trust.

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Series Title: -
Call Number: 1188
Publisher: : Swiss German University., 2012
Collation: -
Language: English
ISBN/ISSN: -
Classification: NONE
Content Type: -
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Edition: -
Subject(s): IBA
Specific Detail Info: -
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