Role of Customer Relationship Marketing in Creating Brand Trust and Store Loyalty

Wiharto, Bambang and Haryanto, Jony Oktavian (2010) Role of Customer Relationship Marketing in Creating Brand Trust and Store Loyalty. Megadigma, 3 (3). ISSN 1979-9055

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Abstract

Customer Relationship Marketing (CRM) is one of the methods that retailers often used for creating brand trust. The application of CRM which supported by data mining will meet the customer’s needs wants and intentions to buy products or services. Also, the company is able to serve their customer better when they identify the needs, wants and characteristics of their customers. This research tried to investigate the influence of Customer Relationship Marketing initiatives toward customer satisfaction, brand trust and store loyalty, and the influence customer satisfaction toward store loyalty and brand trust. The results of exploratory research using Focus Group Discussion (FGD) and in-depth interview with six respondents were used as the basics for construct validation. The data were taken from 100 respondents using convenience sampling. Structural equation model using LISREL 8.7 was used to analyze the model. From the analysis, the result showed that the application of CRM significantly influenced customer satisfaction and brand trust. However, the applications of CRM were not significantly influenced customer loyalty. Furthermore, both customer satisfaction and brand trust were influenced customer loyalty significantly. The study findings also showed that customer satisfaction were not significantly influenced brand trust. The marketing implication of this research is marketers had to create the application of CRM innovatively so that a sustainable competitive advantage could be achieved thrucustomer satisfaction and brand trust. Retailers had to emphasize on how to meet customers’ satisfaction and loyalty through the appropriate application of CRM.

Item Type: Article
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Depositing User: Perpustakaan Maranatha
Date Deposited: 20 Jun 2012 08:29
Last Modified: 20 Jun 2012 08:29
URI: http://repository.maranatha.edu/id/eprint/1453

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