The role of relationship marketing in Small and Medium Enterprises (SMEs)

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 Indo...

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Main Author:	Handriana, Tanti
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2016
Online Access:	http://journalarticle.ukm.my/10829/ http://journalarticle.ukm.my/10829/ http://journalarticle.ukm.my/10829/1/12722-48610-1-PB.pdf

id	ukm-10829
recordtype	eprints
spelling	ukm-108292017-10-11T08:10:18Z http://journalarticle.ukm.my/10829/ The role of relationship marketing in Small and Medium Enterprises (SMEs) Handriana, Tanti 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. Penerbit Universiti Kebangsaan Malaysia 2016 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/10829/1/12722-48610-1-PB.pdf Handriana, Tanti (2016) The role of relationship marketing in Small and Medium Enterprises (SMEs). Jurnal Pengurusan, 48 . pp. 137-148. ISSN 0127-2713 http://ejournal.ukm.my/pengurusan/issue/view/883
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
language	English
description	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.
format	Article
author	Handriana, Tanti
spellingShingle	Handriana, Tanti The role of relationship marketing in Small and Medium Enterprises (SMEs)
author_facet	Handriana, Tanti
author_sort	Handriana, Tanti
title	The role of relationship marketing in Small and Medium Enterprises (SMEs)
title_short	The role of relationship marketing in Small and Medium Enterprises (SMEs)
title_full	The role of relationship marketing in Small and Medium Enterprises (SMEs)
title_fullStr	The role of relationship marketing in Small and Medium Enterprises (SMEs)
title_full_unstemmed	The role of relationship marketing in Small and Medium Enterprises (SMEs)
title_sort	role of relationship marketing in small and medium enterprises (smes)
publisher	Penerbit Universiti Kebangsaan Malaysia
publishDate	2016
url	http://journalarticle.ukm.my/10829/ http://journalarticle.ukm.my/10829/ http://journalarticle.ukm.my/10829/1/12722-48610-1-PB.pdf
first_indexed	2023-09-18T19:58:32Z
last_indexed	2023-09-18T19:58:32Z
_version_	1777406692489691136

The role of relationship marketing in Small and Medium Enterprises (SMEs)

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