/jurnalpengurusan Mon, 10 Oct 2022 15:53:26 +0000 en-US hourly 1 https://wordpress.org/?v=6.9.1 /jurnalpengurusan/article/the-role-of-relationship-marketing-in-small-and-medium-enterprises-smes/?utm_source=rss&utm_medium=rss&utm_campaign=the-role-of-relationship-marketing-in-small-and-medium-enterprises-smes Sat, 08 Oct 2022 12:53:43 +0000 /jurnalpengurusan/?post_type=article&p=2640 This study examines the role of relationship marketing on Small and Medium Enterprises (SMEs) in Indonesia. Relationship marketing is a concept in marketing management aimed at maintaining long-term relationships with customers. Meanwhile, SMEs occupy a crucial role in sustaining the economy of Indonesia. Therefore, by implementing the concept of relationship marketing, it is expected that customer loyalty on SMEs is formed and can maintain the sustainability of SMEs. The study used survey methods, with a sample pool of 183 SMEs customers. The analysis technique utilized structural equation modeling (SEM) and the data was processed using AMOS Basic. The results show that trust and relational commitment is significantly affected by communication and relational benefits. Meanwhile, trust and relational commitment significantly affect customer loyalty. The variables of similarity and frequency of interactions have no significant effect on either trust or relational commitment of customers of SMEs.

]]> /jurnalpengurusan/article/the-role-of-relationship-value-in-manufacturer-retailer-context/?utm_source=rss&utm_medium=rss&utm_campaign=the-role-of-relationship-value-in-manufacturer-retailer-context Sat, 08 Oct 2022 07:47:26 +0000 /jurnalpengurusan/?post_type=article&p=2233 The content and form of relationship value dominate the literature. The study aims to add to relationship value research by examining its dimensions and outcomes. The relationship value presents a new taxonomy beyond the cost and benefit conception of value that dominates existing literature. Its consisting of four dimensions, i.e., personal, financial, knowledge and strategic value. The focus of the research, which synthesizes a conceptual framework from the relationship value framework, is on business-to-business situations and the value of the relationship to the manufacturer. Using structural equation modeling, the study examines the influence of relationship value on relational trust, relational commitment and performance. The sample covers 259 retailers categorized as Small and Medium Enterprises (SMEs) in Indonesia. It was found that relationship value drives relational trust and relational commitment perceived by retailers. In addition, both of them are key factors that nurture the value of relationships between manufacturers and retailers. Finally, relationship value is a determinant of business performance.

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