Inkiriwang, Fiory (0752004) (2011) Pengaruh Relationship Marketing terhadap Customer Retention Orientation dan Dampaknya pada Relationship Outcome dari Pelanggan Perguruan Tinggi Swasta X di Bandung. Undergraduate thesis, Universitas Kristen Maranatha.
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Abstract
Saat ini konsep pemasaran berubah menjadi relationship marketing. Terdapat 7 (tujuh) kategori upaya relationship marketing yaitu belonging, communication, customization, differentiation, personalization, rewarding, dan security and convenience. Semua upaya relationship marketing bergantung pada customer retention orientation dan customer retention orientation bergantung pada relationship outcome. Relationship outcome merupakan hasil dari upaya relationship marketing yang dilakukan oleh pemasar, yang dirasakan oleh konsumen. Tujuan yang ingin dicapai dalam penelitian ini adalah: (a). untuk menganalisis pengaruh langsung belonging, communication, customization, differentiation, personalization, rewarding dan security and convenience terhadap customer retention orientation, (b) untuk menganalisis pengaruh langsung belonging, communication, customization, differentiation, personalization, rewarding dan security and convenience serta customer retention orientation terhadap relationship outcome (c) untuk menganalisis pengaruh langsung belonging, communication, customization, differentiation, personalization, rewarding dan security and convenience terhadap relationship outcome. Hasil dari penelitian ini adalah: (a) belonging berkontribusi terhadap customer retention orientation sebesar 1,29%, sedangkan differentiation berkontribusi terhadap customer retention orientation sebesar 7,12%; (b) menunjukkan belonging, differentiation dan customer retention orientation berkontribusi terhadap relationship outcome sebesar 2,4%; (c) belonging tidak berkontribusi terhadap relationship outcome, sedangkan differentiation berkontribusi terhadap relationship outcome sebesar 1,98%.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | relationship marketing, customer retention orientation, relationship outcome |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Economics > 52 Management Department |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 07 Jul 2015 03:05 |
| Last Modified: | 27 Jan 2016 06:58 |
| URI: | http://repository.maranatha.edu/id/eprint/13944 |
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