Relationship Marketing: Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention

2001 ◽  
Vol 53 (1) ◽  
pp. 56-57
Author(s):  
Martin Faßnacht
Keyword(s):  
Customer Satisfaction ◽  
Competitive Advantage ◽  
Relationship Marketing ◽  
Customer Retention

scholarly journals An Analysis of How Relationship Marketing Influences Customer Choice of Hotel Industry

2021 ◽  
Vol 9 (6) ◽  
pp. 191-202
Author(s):  
P. Ravindran Pathmananathan ◽  
Khairi Aseh
Keyword(s):  
Customer Satisfaction ◽  
Relationship Marketing ◽  
Urban Areas ◽  
Positive Relationship ◽  
Hotel Industry ◽  
Customer Retention ◽  
Main Concern ◽  
Customer Choice

Relationship marketing has been recognised as an excellent way to build an exclusive long-term relationship with their customers in today's dynamic global industry.However, many institutions fail to systematically gauge and track customer satisfaction and the factors shaping it. An increasing number of institutions are making customer satisfaction a main concern. The aim of this study is to highlight the importance of customer satisfaction in the service industry.This study was carried out via a questionnaire involving 200 customers of hotel located in urban areas namely, Georgetown, Penang. It can be concluded that there is a positive relationship between customer satisfaction and customer retention. Thus,the higher the level of customer satisfaction the higher the likelihood a customer will repeat staying at the hotel and recommend hotels to others.

scholarly journals Incorporating customer service expectations in the restaurant industry: The guide to survival

2010 ◽  
Vol 8 (1) ◽  
pp. 485-493
Author(s):  
Michael Colin Cant ◽  
Cindy Erdis
Keyword(s):  
Customer Satisfaction ◽  
Empirical Study ◽  
Competitive Advantage ◽  
Customer Service ◽  
Exploratory Study ◽  
Customer Retention ◽  
Restaurant Industry ◽  
Research Results ◽  
Customer Expectations ◽  
Service Expectations

With the remarkable growth and economic contributions of the services industry, companies are finding that they need to focus on service to keep up with rising customer expectations and to compete effectively. Thus excellent customer service in a restaurant has the potential of differentiating the restaurant from competing ones and could lead to creating a competitive advantage. Thus, if a restaurant becomes well known for its superior customer service, this can be used as a way of outmanoeuvring competing restaurants. This article examines customer service in selected restaurants in the Tshwane area. It is aimed at establishing criteria for excellent customer service in restaurants, which can serve as the basis for building good relationships with customers. An empirical study was conducted to namely to investigate customer service in selected restaurants in the Tshwane Area, with the aim to establish criteria for excellent customer service as a benchmark for establishing relationships with customers, by means of an exploratory study. A self-administered survey was conducted whereby questionnaires were handed to restaurant patrons with the restaurant bill folder. Based on the research results, criteria were developed for excellent customer service which can be used as a benchmark for establishing relationships with customers, by providing customer satisfaction, which leads to customer retention, loyalty and ultimately profitability for an organisation.

scholarly journals Impact of Relationship Marketing on Customer Retention in Higher Education

2020 ◽  
Vol 23 (2) ◽  
pp. 33-44
Author(s):  
Sajeeb Kumar Shrestha
Keyword(s):  
Higher Education ◽  
Customer Satisfaction ◽  
Relationship Marketing ◽  
Customer Orientation ◽  
Sample Selection ◽  
Customer Retention ◽  
Section Data ◽  
Retention In Higher Education ◽  
The Impact ◽  
Academic Sector

This research attempts to measure the impact of relationship marketing on customer retention in higher education. Exploratory cum descriptive and causal research design was used. Sources of data are students, parents, and faculties of different colleges. A convenient sampling method was used for sample selection. Structured questionnaires were used for collecting responses. Primary cross-section data were collected. PLS-SEM was used for testing the psychometric and econometric properties of the model. This research confirmed that relationship marketing, customer orientation, customer satisfaction, and customer retention are possible in the academic sector. Policymakers and academic experts should focus on relationship marketing factors and customer orientation to enhance customer satisfaction and customer retention.

Tingkat Kepuasan Nasabah Pada Bank Syariah Mandiri Cabang Bogor

2019 ◽  
Vol 4 (2) ◽  
pp. 34
Author(s):  
Priyo Wismantoro ◽  
Fika Dwiyanti
Keyword(s):  
Quality Of Service ◽  
Customer Satisfaction ◽  
Service Quality ◽  
Competitive Advantage ◽  
Customer Service ◽  
General Level ◽  
Customer Focus ◽  
Quality Improvements ◽  
Level Of Satisfaction

Business banking is a service business based on principles of trust and t5he customer is a major asset. Under conditions of business competition among banks strict bank that has resulted in only a competitive advantage (compatative advantage as well as a competitive advantage) who can reach the highest position in the eyes of cusmers or the public. Competitive advantage can be obtained from the quality of customer servicr, so the focus on customers (customer focus), responsive to the development of customer desires and continuously innovate is an acitivity that can be done to anticipate the cimpetitive conditions. In this case, the bank should always evaluate the quality of service given to customers and is reflected in the level of customer satisfaction obtained. Rate the quality of service branch of bank syariah mandiri bogor whole is still under service, because it still was below expectations, this is evident also that the general level of service is still not meeting customer expectations, because the level of hope (expectation0 the customer is generally higher than the level of performance (perfromance) or perception(perception)customer.        Empathy dimension of service quality dimensions are most critical or have any impact on the most powerful influence on the level of satisfaction. In this case, the willingness og bank syariah mandiri branch bogor provide individual attention in serving its clients is crucial. Empathy dimension attributes inclide individual attention, operational time , personal attention, giving interests, and understand the needs. These attributes is the main priority of service quality improvements are intensive and comprehensive.           Customer service strategy to be implemented by the management of bank syariah mandiri in perspective five dimensioris of service quality(tangibles, realiability,responsiveness, assurance and empathy) looks not optimal. In an effort to provide the best service (service excellence) and focus to the customer(customer focus), then the customer satisfaction can be obatained with significantly improved and the improvement of quality of serivice aspects and impticalions of the strategy need to be consldered

Pengaruh Kualitas Produk, Kepuasan Pelanggan, Hambatan Beralih Dan Kepercayaan Merek Terhadap Retensi Pelanggan Wardah Kosmetik Di Kabupaten Klaten

2020 ◽  
Vol 17 (2) ◽  
Author(s):  
Amelia Galuh Werdaningrum ◽  
Faizal Ardiyanto
Keyword(s):  
Linear Regression ◽  
Customer Satisfaction ◽  
Multiple Linear Regression ◽  
Product Quality ◽  
Sampling Method ◽  
Customer Retention ◽  
Sampling Technique ◽  
Brand Trust ◽  
Probability Sampling ◽  
Switching Barriers

This research aims to determine the effect of product quality, customer satisfaction, switching barriers, and brand trust on customer retention. The sample in this research was 116 respondents of Wardah Cosmetics customers from Klaten Regency. This research used one of non probability sampling technique which is purposive sampling method. This study is also using multiple linear regression to analyze the collected data. The results in this research are product quality, customer satisfaction, switching barriers, and brand influence customer retention both partially and simultaneously.

The Impact of corporate social responsibility (CSR) and relationship marketing on relationship maintainer and customer loyalty by mediating role of customer satisfaction

2018 ◽  
Vol 4 (4) ◽  
pp. 19-24
Author(s):  
Anam Bhatti ◽  
Sumbal Arif ◽  
Marium Marium ◽  
Sohail Younas
Keyword(s):  
Customer Satisfaction ◽  
Relationship Marketing ◽  
Customer Loyalty ◽  
Sampling Technique ◽  
Research Strategy ◽  
Equation Modeling ◽  
Survey Method ◽  
Research Approach ◽  
Questionnaire Method ◽  
The Impact

CSR has become one of the imperative implements in satisfying customers. The impartial of this research is to calculate CSR, relationship marketing, and customer satisfaction. There is no more study accompanied in Pakistan to quantify the effect of CSR and relationship marketing on the relationship maintainer and customer loyalty. To find out deductive approach and survey method is used as research approach and research strategy respectively. This research design is descriptive and quantitative study. For data, collection questionnaire method with semantic differential scale and seven point scales are adopted. Data has been collected by adopting the non-probability convenience technique as sampling technique and the sample size is 400. For factor confirmatory factor analysis, structure equation modeling and medication analysis, regression analysis Amos software were used. Strong empirical evidence supports that the customer’s perception of CSR performance is highly influenced by the values

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