CONSUMER LOYALTY: BASED ON RELATIONSHIP MARKETING, CUSTOMER VALUE  AND CUSTOMER RETENTION

Arlin Ferlina Mochamad Trenggana; Ira Dwi Mayangsari; Oktaviana Lestari

Arlin Ferlina Mochamad Trenggana Universitas Telkom, Indonesia
Ira Dwi Mayangsari Universitas Telkom, Indonesia
Oktaviana Lestari Universitas Telkom, Indonesia

Keywords: Relationship Marketing, Customer Retention, Customer Value and Loyalty

Abstract

The purpose of this study is to find out how consumer loyalty to shipping services, where industrial competition allows consumers to move to competitors. JNE in Bandung it needs to know consumer behavior, especially those who are engaged in online shopping. This is important because online shopping businesses are developing and need shipping services in their business. Therefore, the right strategy is needed in building relationship marketing, customer value and customer retention. Primary data used were interviews and questionnaires. Secondary data is also used from various literacies such as books, articles and journals. Path analysis is used to analyze the results of questionnaires to 100 respondents online in Bandung which are distributed by accidental sampling. The results of the study can be used as one of the recommendations for the company to produce the right strategy for business continuity.