Open Accessinfluence of relationship marketing on customer loyalty
Author(s) -
Gusti Ngurah Ary Raka Darmayasa,
Ni Nyoman Kerti Yasa
Publication year - 2021
Publication title -
international journal of management, it and social sciences
Language(s) - English
Resource type - Journals
ISSN - 2395-7492
DOI - 10.21744/irjmis.v8n6.1963
Subject(s) - customer satisfaction , loyalty business model , nonprobability sampling , marketing , business , sobel test , relationship marketing , customer delight , customer advocacy , path analysis (statistics) , loyalty , customer retention , advertising , marketing management , service quality , mathematics , statistics , sociology , service (business) , population , demography
This study aims to examine and explain the effect of relationship marketing on customer loyalty mediated by customer satisfaction. To achieve the research objectives, data analysis using Path Analysis and Sobel Test. Sampling by non-probability sampling with purposive sampling method and the size of the sample taken is 120 respondents. The results of the analysis show that relationship marketing has a positive and significant effect on customer loyalty at Livingstone Café & Bakery Seminyak Bali. Furthermore, relationship marketing also has a positive and significant effect on customer satisfaction at Livingstone Café & Bakery Seminyak Bali. Customer satisfaction has a positive and significant effect on customer loyalty at Livingstone Café & Bakery Seminyak Bali and customer satisfaction can significantly mediate the effect of relationship marketing on customer loyalty at Livingstone Cafe & Bakery Seminyak Bali. Suggestions that can be recommended to the management of Livingstone Café & Bakery Seminyak Bali are to always build better relationship marketing to increase customer satisfaction and customer loyalty.