The Impact of relationship marketing tactics on customer loyalty in Indonesian telecomunication industry a case study of Smartfren Telecom
The main purpose of this research is to find correlation between variables and determine the significant variables of relationship marketing tactics implemented by Smartfren telecom to impact customer loyalty. An analytical model is developed as a guideline to test the relationships between relationship marketing tactics, relationship quality (trust, satisfaction and switching cost) and customer loyalty. a quantitative method with deductive approach are chosen in this research with 440 respondents. rnThe SPSS, AMOS Structural Equation Model (SEM), and descriptive analysis to see the features of data collected and the relationship towards customer loyalty. The finding shows that Service Quality, Price Perception and Value Offers have impact on customer loyalty indirectly via the customer satisfaction and trust. Brand image is positively and directly related to customer loyalty. However, switching costs is found to be less correlation with customer loyalty, as well as satisfaction and trust in Smartfren telecom.
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