Online Relationship Marketing to Customer Loyalty Based on Signaling Theory (Evidence of Bank Customers in Indonesia)

2020 ◽  
Vol 11 (1) ◽  
pp. 127-127
Author(s):  
Wenny Pebrianti ◽  
Wenseslaus Tanwira ◽  
Ahmadi
Keyword(s):  
Relationship Marketing ◽  
Customer Loyalty ◽  
Financial Services ◽  
Signaling Theory ◽  
Cellular Communication ◽  
Place And Space ◽  
New Era ◽  
Online Trust ◽  
Marketing Activities ◽  
Relationship Of

The internet has changed people's way of life, especially in dealing a transaction. Indonesian banking entered a new era since 2000 when banks in Indonesia began implementing electronic banking or e-banking systems. Integrating cellular communication technology and banking financial services is changing people's lifestyles to be more flexible in making it easier for users to access banking financial services without being hindered by time, place and space. The same integration also occurs in relationship marketing strategies and cellular communication technologies that make it easy for companies to be able to reach and provide the best service to their consumers. This study wants to reveal the relationship of interactivity and engagement which is an activity of Online Relationship Marketing at a bank to be able to understand consumers in order to create customer loyalty with online trust as mediation.Based on the above background, the problem in this study is "Does Online Relationship Marketing activities such as engagement and interactivity affect customer loyalty either through online trust as mediation or not?" Keywords: engagement, interactivity, online trust, customer loyalty, signaling theory

Online Relationship Marketing and Customer Loyalty Based on Signalling Theory

2021 ◽  
Vol 6 (1) ◽  
pp. 86-93
Author(s):  
Wenny Pebrianti ◽  
Wenseslaus Tanwira ◽  
Ahmadi Ahmadi
Keyword(s):  
Relationship Marketing ◽  
Customer Loyalty ◽  
Quantitative Methods ◽  
Banking Sector ◽  
Jel Classification ◽  
Security And Privacy ◽  
Online Trust ◽  
Mediating Role ◽  
Signalling Theory ◽  
Marketing Activities

Objective – The purpose of this study was to determine the effect of Online Relationship Marketing on customer loyalty which was examined from the perspective of signalling theory in the banking sector. Methodology/Technique – Signalling theory is used to identify the tendency of companies to build relationships with consumers by sending signals to consumers through a variety internet tools and applications to communicate transparency, security, and privacy to influence consumer perceptions, behavior, and interests. Data was analyzed using quantitative methods with the SEM-PLS method involving 384 samples. Findings – The results of this study indicate that Online Relationship Marketing activities, such as engagement and interactivity, have a significant direct effect on customer loyalty and online trust. Novelty - Online trust in this study has a significant effect on customer loyalty and has a partial mediating role. Type of Paper: Empirical. JEL Classification: M31, M39. Keywords: Engagement; Interactivity; Online Trust; Customer Loyalty; Signalling Theory Reference to this paper should be made as follows: Pebrianti, W; Tanwira, W; Ahmadi. (2021). Online Relationship Marketing to Customer Loyalty Based on Signalling Theory, Journal of Management and Marketing Review, 6(1) 86 – 93. https://doi.org/10.35609/jmmr.2021.6.1(9)

Online relationship marketing and customer loyalty: a signaling theory perspective

2019 ◽  
Vol 37 (1) ◽  
pp. 226-240 ◽  
Author(s):  
Sheena Lovia Boateng
Keyword(s):  
Relationship Marketing ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Signaling Theory ◽  
Relationship Building ◽  
Equation Modeling ◽  
Content Type ◽  
Online Trust ◽  
Online Technologies

PurposeOnline technologies have, in recent times, revolutionized the process of relationship building between firms and their customers. Nonetheless, there is a limited focus and theorization when it comes to explaining the link between online relationship marketing (ORM) activities and their impact on firm relationship marketing (RM) objectives. Thus, the purpose of this paper is to examine the signaling role of ORM activities in generating online trust and customer loyalty, through the lens of the signaling theory.Design/methodology/approachData for the study were gathered through a survey of 429 Ghanaian retail bank customers. Results were analyzed using structural equation modeling techniques.FindingsThe paper highlights the signaling role of engagement and interactivity online in influencing banks’ RM outcomes per the signaling theory. It concludes that bank’s online relationship activities, over and above the online tools utilized, need to communicate appropriate and useful signals in order to positively influence online trust and loyalty among customers.Originality/valueThe study, in its uniqueness, utilizes the signaling theory to explain the role and impact of online RM activities in the banking industry.

Enhancing Calculative Commitment and Customer Loyalty Through Online Relationship Marketing

2021 ◽  
pp. 1221-1241
Author(s):  
Sheena Lovia Boateng
Keyword(s):  
Relationship Marketing ◽  
Customer Loyalty ◽  
Online Trust ◽  
Calculative Commitment ◽  
Mediating Role ◽  
Customer Commitment ◽  
Confirmatory Factor ◽  
Path Modelling ◽  
Marketing Activities ◽  
Structural Path

This study examines the mediating role of online trust in enhancing calculative commitment and customer loyalty through online relationship marketing activities (engagement and interactivity). The study draws on signaling theory. Data were gathered from 429 retail bank customers in Ghana and analyzed using confirmatory factor analysis and structural path modelling. Findings suggest that engagement is assessed to be low by Ghanaian bank customers and presently has no influence on customer commitment, online trust, and customer loyalty. However, signals communicated through interactivity online is of great benefit to the banks in influencing customers' online trust, as well as their calculative commitment and loyalty. Further, though, website and email emerged as the most predominant technologies used in online relationship marketing (ORM), customers also expect banks to engage with them through social media, which has the potential to improve upon the current levels of ORM activities.

Enhancing Calculative Commitment and Customer Loyalty Through Online Relationship Marketing

2020 ◽  
pp. 50-76
Author(s):  
Sheena Lovia Boateng
Keyword(s):  
Relationship Marketing ◽  
Customer Loyalty ◽  
Online Trust ◽  
Calculative Commitment ◽  
Mediating Role ◽  
Customer Commitment ◽  
Confirmatory Factor ◽  
Path Modelling ◽  
Marketing Activities ◽  
Structural Path

This study examines the mediating role of online trust in enhancing calculative commitment and customer loyalty through online relationship marketing activities (engagement and interactivity). The study draws on signaling theory. Data were gathered from 429 retail bank customers in Ghana and analyzed using confirmatory factor analysis and structural path modelling. Findings suggest that engagement is assessed to be low by Ghanaian bank customers and presently has no influence on customer commitment, online trust, and customer loyalty. However, signals communicated through interactivity online is of great benefit to the banks in influencing customers' online trust, as well as their calculative commitment and loyalty. Further, though, website and email emerged as the most predominant technologies used in online relationship marketing (ORM), customers also expect banks to engage with them through social media, which has the potential to improve upon the current levels of ORM activities.

scholarly journals An Empirical Investigation of E-banking Service Quality Customer Trust and Customer Loyalty of Pakistani Banks

2021 ◽  
Vol 3 (3) ◽  
Author(s):  
Shakeel Ahmad ◽  
Farheen Zahrah Hussain ◽  
Khawar Naheed ◽  
Muhammad Sadiq Shahid
Keyword(s):  
Service Quality ◽  
Customer Loyalty ◽  
Sampling Technique ◽  
Three Dimensions ◽  
Website Design ◽  
Banking Services ◽  
New Era ◽  
Banking Service ◽  
Customer Trust ◽  
Relationship Of

Purpose: Technological evolution has transformed businesses in the new era. Modern paradigms shift towards adoption of gadgets that has changed the methods of providing services to clients. Banks provided themselves with the current contrivances to offer creative and dynamic types of assistance to customers. Banks has now offering "advanced and digital banking" through e-banking services to facilitate their customers. However, there are several e-banking services depends on e-service quality that affects loyalty of their customers.  The main purpose of the current study is to measure the direct relationship of e-banking service quality on customer loyalty and also indirect effect of trust as mediating variable. Design/Methodology/Approach:  The data was collected from 250 clients using questionnaire from top five commercialized banks of Pakistan. Convenient sampling technique was used to collect the information. PLS-SEM was employed to statistically test the data. Findings: This study found significant direct effect of e-banking service quality through its three dimensions “reliability, website design and security” on customer loyalty. In addition, the results also supported the mediation of three dimensions of e-banking service quality with customer loyalty. Implications/Originality/Value: All three dimensions increase the customer loyalty and trust played important role it this mechanism. 

scholarly journals KONSTRUKSI MODEL FAKTOR ANTESEDEN LOYALITAS BERBASIS NILAI PELANGGAN

2017 ◽  
Vol 13 (1) ◽  
pp. 56
Author(s):  
Irwan Christanto Edy
Keyword(s):  
Conceptual Model ◽  
Relationship Marketing ◽  
Customer Loyalty ◽  
Customer Value ◽  
Goodness Of Fit ◽  
Factor Model ◽  
Analysis Instrument ◽  
Relationship Of ◽  
The Relationship ◽  
The City

Abstrak: Konstruksi Model Faktor Anteseden Loyalitas Berbasis Nilai Pelanggan. Tujuan Penelitian ini adalah menguji model konseptual pengaruh nilai pelanggan terhadap loyalitas melalui kepuasan, pelayanan purna jual, kepercayaan pada merk dan pemasaran relasional. Penelitian ini merupakan penelitian survai. Data yang digunakan adalah data primer dengan mengambil nasabah sebagai objek penelitian. Instrumen pengumpulan data berupa daftar pertanyaan (kuesioner) baik dengan pertanyaan terbuka maupun tertutup. Metode analisis data yang digunakan meliputi analisis uji instrumen, analisis statistik deskriptif, dan analisis SEM. Model konseptual yang menggambarkan hubungan nilai pelanggan terhadap loyalitas melalui kepuasan, pelayanan purna jual, kepercayaan pada merk dan pemasaran relasional dapat diterima secara empiris. Penelitian ini menemukan bahwa nilai pelanggan dan layanan purna jual memberi kontribusi langsung yang signifikan terhadap loyalitas pelanggan. Kata Kunci: nilai pelanggan, loyalitas, pemasaran relasional Abstract: Construction of Antecedent Factor Model of Customer Value-Based Loyalty. The study aims to test the conceptual model of the effect of customer value on customer loyalty through satisfaction, after sales service, trust the brand and relationship marketing. This study is a survey research. The data used are primary that motorcycles customers in the city of Surakarta, as research objects. Data collection instruments in the form of a list of questions (questionnaire) either the open or closed questions. Data analysis methods used include analysis instrument test, descriptive statistical analysis, and analysis of the SEM. The conceptual model that describes the relationship of the value of customer loyalty through satisfaction, after sales service, trust the brand and relationship marketing empirically acceptable (meets the criteria Goodness of fit) scientific. This study found that the value of the customer and after-sales services contribute direct and significant to customer loyalty Keywords: customer value, loyalty, relationship marketing

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

FEATURE,NILAI, KEPUASAN DAN LOYALITAS PELANGAN

2017 ◽  
Vol 2 (1) ◽  
pp. 45-52
Author(s):  
Iha Haryani Hatta
Keyword(s):  
Structural Equation Modeling ◽  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Significant Influence ◽  
Customer Value ◽  
Structural Equation ◽  
Equation Modeling ◽  
Relationship Of ◽  
The Relationship ◽  
Customer Satisfaction And Loyalty

The aim of this study was to determine the relationship of the features of the value, satisfaction, and customer loyalty; the effect on the value of customer satisfaction and loyalty; influence of satisfaction on customer loyalty. A total of 200 merchant PT. BANK XYZ as respondents was selected randomly. Analyses were performed using structural equation modeling (SEM). The analysis showed that the feature has a significant influence on customer value, but not for customer satisfaction and loyalty. The values has a significant influence on satisfaction, but not on customer loyalty. Satisfaction has a significant influence on customer loyalty. Discussion and conclusions described in the article. Keywords: features of the value, satisfaction, customer loyalty

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