Implementing Relationship Marketing to Enhance Customer Loyalty
DOI:
https://doi.org/10.32486/epicheirisi.v8i2.1022Keywords:
Relationship Marketing, Customer Loyalty, Marketing Strategy, Customer EquityAbstract
The increasingly intense business competition requires companies to implement marketing strategies that focus not only on transactions but also on long-term relationships with customers. This study aims to describe the implementation of relationship marketing at PT INKA Multi Solusi Trading (PT IMST) Madiun in improving customer loyalty. The research used a qualitative descriptive method, collecting data through interviews with three informants consisting of staff and the junior specialist in the marketing division. The results indicate that PT IMST applies relationship marketing strategies through three main stages: identifying potential customers by analyzing purchase history and offering special deals, developing customer portfolio management by differentiating customers based on profitability and strengthening trust with high-value clients, and maximizing customer equity through maintaining product quality, communication, and service. These strategies effectively strengthen customer relationships and increase long-term loyalty.
References
[1] P. Kotler and G. Armstrong, Principles of Marketing, 14th ed. Boston: Pearson, 2012.
[2] D. Munandar, Relationship Marketing: Strategi Menciptakan Keunggulan Bersaing. Yogyakarta: Ekuilibria, 2016.
[3] M. Herfianti and D. W. Saputra, “Hubungan Implementasi Relationship Marketing dengan Loyalitas Nasabah pada PT. Bank BRI Syariah Kantor Cabang Bengkulu,” Ekombis Review: Jurnal Ilmiah Ekonomi dan Bisnis, vol. 6, no. 2, pp. 201–206, 2018.
[4] F. Puspitasari, M. D. Rahadhini, and S. D. Saputra, “Pengaruh Pemasaran Relasional dan Nilai Pelanggan terhadap Loyalitas Pelanggan dengan Kepuasan sebagai Variabel Moderasi,” Jurnal Ekonomi dan Kewirausahaan, vol. 22, no. 1, 2022.
[5] C. D. Saputra, Y. Yusuf, N. Nur, A. Tangalayuk, and Isalman, “Pengaruh Nilai Pelanggan dan Relationship Marketing terhadap Kepuasan Pelanggan dan Loyalitas Pelanggan pada PT. Toyota Hadji Kalla Kendari,” Jurnal Manajemen dan Kewirausahaan, Univ. Halu Oleo, 2022.
[6] R. Widyastuti and M. Zainuddin, “Customer Equity dan Loyalitas,” Jurnal Ilmu Manajemen, vol. 3, no. 2, pp. 185–192, 2015.
[7] A. Haque-Fawzi et al., Manajemen Pemasaran Modern. Jakarta: Mitra Wacana Media, 2022.
[8] Chan, “Customer Lifetime Value and Its Application in Relationship Marketing,” Journal of Marketing Research, vol. 54, no. 3, pp. 120–128, 2021.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Sherlita Andinia Putri, Subiyantoro
This work is licensed under a Creative Commons Attribution 4.0 International License.
