INFLUENCE OF RELATIONSHIP MARKETING AND COMMUNITY TOWARD SWITCHING BARRIER AND CUSTOMER RETENTION
Tundung Subali Patma, Rizky Kurniawan, Farida Akbarina
State Polytechnic of Malang
faridaakbarina[at]gmail.com
Abstract
The purpose of this quantitative research is to examine and analyze the effect of Relationship Marketing and Community on Switching Barriers and Customer Retention. This research was conducted on 100 authorized Toyota car dealership customers in Malang. Sampling is done by accidental convenience sampling technique. Data collection in this study was carried out with a research instrument using a questionnaire. Next to test the model is done by using SEM analysis with the GSCA approach. The results showed that there was a significant influence between relationship marketing and community on switching barriers. Switching barrier has a significant effect on customer retention. Partially known that relationship marketing variables are variables that have a dominant influence on customer retention.
Keywords: relationship marketing, community, switching barrier, customer retention
Topic: Business