The Effectiveness of Strategies to Achieve Customer Loyalty: The Role of Relationship Marketing and Customer Retention

DOI

10.2991/aebmr.k.220701.094How to use a DOI?

Keywords

Customer Loyalty; Customer Retention; Relationship Marketing

Abstract

This study aimed at determining consumer loyalty, relationship marketing, and customer retention and seeing the success of the strategies that have been carried out. The method used was causal and descriptive quantitative. The population was JNE customers in the city of Bandung. The sampling technique was carried out using a non-probability sampling method, specifically, the type of probability sampling with as many as 100 respondents who did online business and used courier services at least three times a month. The data analysis technique used is path analysis. The study results revealed that respondents considered JNE’s relationship marketing good, while customer retention and customer loyalty were in a good category. Path analysis results show that loyalty can be influenced by relational marketing directly and indirectly through customer retention, which means that the strategy has been implemented properly.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Arlin F M Trenggana
AU  - Lili A Wibowo
AU  - Agus Rahayu
AU  - Oktaviani Lestari
PY  - 2022
DA  - 2022/07/12
TI  - The Effectiveness of Strategies to Achieve Customer Loyalty: The Role of Relationship Marketing and Customer Retention
BT  - Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)
PB  - Atlantis Press
SP  - 516
EP  - 520
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220701.094
DO  - 10.2991/aebmr.k.220701.094
ID  - Trenggana2022
ER  -