/jurnalpengurusan Mon, 10 Oct 2022 15:53:26 +0000 en-US hourly 1 https://wordpress.org/?v=6.9.1 /jurnalpengurusan/article/managing-the-dimensions-of-relationship-marketing-in-the-food-service-industry/?utm_source=rss&utm_medium=rss&utm_campaign=managing-the-dimensions-of-relationship-marketing-in-the-food-service-industry Sun, 09 Oct 2022 16:18:43 +0000 /jurnalpengurusan/?post_type=article&p=4649 The present paper proposes a new instrument for measuring relationship marketing that is uniquely designed for the foodservice industry. In particular, the underlying dimensions of relationship marketing as perceived by customers are identified. The proposed 31-item instrument is empirically tested for unidimensionality, reliability and validity using both exploratory and confirmatory factor analyses. A factorial analysis suggests that relationship marketing is a multidimensional construct consisting of four key dimensions: trust, communication, empathy and commitment. A subsequent multiple regression analysis reveals that all of the dimensions are positively correlated with customer loyalty and trust is the most important dimension.

]]> /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.

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