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All Journal KISA INSTITUE : Journal of Economics, Accounting, Business, Management, Engineering and Society
Ngurah Made Novianha Pynatih
Universitas Tabanan, Tabanan
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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NURTURING MARKETING RELATIONSHIPS: THE ROLE OF LOYALTY TENDENCIES BEYOND RELATIONSHIP DYNAMICS Zaenal Aripin; Ngurah Made Novianha Pynatih; Eko Aristanto
Journal of Economics, Accounting, Business, Management, Engineering and Society Vol. 1 No. 2 (2024): Kisa Institute - January 2024
Publisher : PT. Kreatif Indonesia Satu

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Maintaining strong marketing relationships with customers is crucial to a company's long-term success. In an era full of intense competition, customer loyalty tendencies have an important role in influencing the dynamics of the relationship between companies and customers. However, customer loyalty tendencies are not only influenced by internal factors, but also by external factors that complicate the dynamics of marketing relationships. This research aims to investigate the role of customer loyalty tendencies beyond the dynamics of marketing relationships. We want to understand how external factors, such as changing market trends and social environmental influences, influence customer loyalty trends, as well as their impact on sustainable marketing relationships. The research method used in this research is qualitative. We conducted an in-depth review of relevant literature, including related journals, articles and books. We also analyzed case studies and previous research to gain comprehensive insight into this topic. The research results show that customer loyalty tendencies play a key role in maintaining sustainable marketing relationships. External factors such as changes in market trends, social environmental influences, and competitors' actions can influence customer loyalty tendencies. It is important for companies to adopt a responsive approach to environmental changes and continuously monitor changes in customer needs and preferences.
THE EFFECT OF INTERRUPTIONS IN CONSUMPTION ON THE PROCESS OF EMOTIONAL AND COGNITIVE ADAPTATION TO HEDONIC EXPERIENCES: A STUDY OF CONSUMER DYNAMICS Zaenal Aripin; Arif Budi Raharja; Ngurah Made Novianha Pynatih
Journal of Economics, Accounting, Business, Management, Engineering and Society Vol. 1 No. 4 (2024): Kisa Institute - March 2024
Publisher : PT. Kreatif Indonesia Satu

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This research explores the influence of interruptions in consumption on the emotional and cognitive adaptation process and consumers' hedonic experiences. By involving 1300 respondents, this research analyzes various types of interruptions that may occur during the consumption experience, explores the emotional responses that arise, and identifies the level of emotional adaptation that occurs. Next, product or service characteristics, consumption situation, and timing of consumption experience are explored as contextual factors that moderate consumers' cognitive adaptation to interruptions. Results suggest that technological interruptions tend to decrease levels of emotional adaptation, while social interactions may increase them. In addition, product complexity requires a higher level of cognitive adaptation, especially in formal consumption situations. These factors were also found to moderate consumers' hedonic experiences, with matching product expectations and intuitiveness enhancing positive experiences. The conclusion states that marketing strategies and business management need to consider not only the types of interruptions that may occur but also contextual factors involving product or service characteristics and consumption situations to increase consumer satisfaction.
Co-Authors Arif Budi Raharja Aristanto, Eko Zaenal Aripin