Analisis pengaruh Perceived Relationship Investment terhadap Relationship Quality dan Behavioral Loyalty

SUHATA, Herawati Parlina, Dra. Sari Winahjoe, MBA

2004 | Tesis | S2 Manajemen

Penelitian ini memberikan kontribusi pada hubungan pemasaran melalui tiga cara. Pertama, penelitian ini memberikan kontribusi terhadap literature yang telah ada, yaitu memberikan penjelasan secara spesifik bagaimana peritel mampu menunjukkan persepsi konsumen mengenai investasi hubungan pemasaran dengan menerapkan empat taktik hubungan pemasaran. Kedua, penelitian ini menunjukkan bagaimana peritel mendapatkan manfaat dari investasi pada hubungan pelanggan dengan menilai pengaruh perceived relationship investment terhadap relationship quality dan behavioral loyalty. Ketiga, penelitian ini mencoba menunjukkan peran contingency factor dalam menentukan relationship quality dengan menekankan pada pengaruh moderasi dari suatu konstruk baru, yaitu consumer relationship proneness dan product category involvement.

This research makes a significant contribution to relationship marketing theory in three different ways. First, this model contribute to the existing literature by specifying how retailers can guide consumers perceptions of relationship investment by applying four different relationship marketing tactics. Second, this study demostrates why retailers benefit from investing in consumer relationships by assesing the impact of perceived relationship investment on relationship quality and ultimately on behavioral loyalty. Third, this study is a first attempt to provide insight into the role of contingency factors in determining relationship quality by emhasizing the moderating impact of a newly introduced construct, consumer relationship proneness, and product category involvement.

Kata Kunci : Pemasaran dan Bauran Pemasaran,Investasi,relationship marketing, relationship quality, behavioral loyalty, consumer relationship proneness, dan product category involvement