Articles
<![CDATA[Mediating Role of Satisfaction in The Influence of Experiential Marketing on Behavioral Intention of Vegan Products Consumers ]]>
<![CDATA[Jasmine Maharani Novriari]]>;
<![CDATA[Ni Wayan Ekawati]]>;
<![CDATA[Komang Agus Satria Pramudana]]>;
<![CDATA[I Gusti Ayu Ketut Giantari]]>
<![CDATA[ International Journal Business, Management and Innovation Review Vol. 2 No. 1 (2025): International Journal Business, Management and Innovation Review ]]>
Publisher : <![CDATA[Universitas Veteran Bangun Nusantara Sukoharjo ]]>
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DOI: 10.62951/ijbmir.v2i1.84
<![CDATA[The plant-based food industry is one of the most trending businesses in culinary. This trend is growing along with consumers' health and life sustainability awareness. This research aims to analyze the role of consumer satisfaction in mediating the influence of experiential marketing on consumer behavioral intention. This research is rooted in the framework of experiential learning theory. The distribution of questionnaire links carried out data collection through questionnaires. The research method used is a purposive sampling of 100 respondents. Data were processed using SPSS version 30 to obtain the results of path analysis and Sobel test. The results showed that experiential marketing has a positive and significant effect on satisfaction, experiential marketing has a positive and significant effect on behavioral intentions, and satisfaction can mediate the effect of experiential marketing on behavioral intentions. The practical implications of this study support restaurant vegans in marketing their products and experiences by considering experiential marketing and consumer satisfaction so that they can influence increasing consumer behavioral intentions.]]>
<![CDATA[PERAN CITRA MEREK DALAM MEMEDIASI PENGARUH PEMASARAN HIJAU TERHADAP LOYALITAS PELANGGAN ]]>
<![CDATA[I Made Bagas Adi Suputra]]>;
<![CDATA[Ni Ketut Seminari]]>;
<![CDATA[I Gusti Ayu Ketut Giantari]]>
<![CDATA[ Buletin Studi Ekonomi VOLUME.29.NO.01.TAHUN.2024 ]]>
Publisher : <![CDATA[Buletin Studi Ekonomi ]]>
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DOI: 10.24843/BSE.2024.v29.i01.p03
<![CDATA[Perusahaan yang memproduksi produknya dengan isu environmentally friendly memiliki citra merek yang lebih baik karena perusahaan dianggap peduli pada kelestarian lingkungan hidup. Perusahaan perlahan mulai mengaplikasikan kegiatan pemasaran hijau dalam berbagai kegiatan mereka s ebagai bagian dari kesadaran sosial dan mereka dituntut untuk mencapai konsumen dengan pesan-pesan pemasaran hijau dalam upaya meningkatkan loyalitas pelanggan. Salah satu perusahaan global yang menerapkan pemasaran hijau adalah The Body Shop. Tujuan penelitian ini untuk menguji peran mediasi citra merek pada pengaruh pemasaran hijau terhadap loyalitas pelanggan The Body Shop. Populasi dalam penelitian ini adalah seluruh masyarakat kota Denpasar yang pernah berbelanja di The Body Shop. Dalam penelitian ini teknik pemilihan sampel menggunakan teknik purposive sampling dengan ukuran sampel sebanyak 120 responden. Teknik analisis penelitian ini menggunakan analisis deskriptif, analisis jalur dan uji sobel. Hasil analisis pada penilitian ini menunjukan bahwa pemasaran hijau berpengaruh terhadap citra merek, pemasaran hijau berpengaruh terhadap loyalitas pelanggan, citra merek berpengaruh terhadap loyalitas pelanggan, dan citra merek memediasi pengaruh pemasaran hijau terhadap loyalitas pelanggan. Penelitian ini diharapkan memberikan dukungan empiris dan dapat dinyatakan memperkuat hasil-hasil studi terdahulu.]]>
<![CDATA[PERAN BRAND IMAGE MEMEDIASI PENGARUH E-WOM TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOMETHINC DI KOTA DENPASAR ]]>
<![CDATA[Ni Luh Gede Kintan Pratiwi]]>;
<![CDATA[I Gusti Ayu Ketut Giantari]]>;
<![CDATA[I Wayan Santika]]>
<![CDATA[ E-Jurnal Manajemen Vol 13 No 11 (2024) ]]>
Publisher : <![CDATA[Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana ]]>
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DOI: 10.24843/EJMUNUD.2024.v13.i11.p01
<![CDATA[Maraknya tren skincare di Indonesia menyebabkan munculnya brand-brand lokal dengan formula beragam yang telah disesuaikan dengan kondisi kulit orang Indonesia. Salah satu brand skincare lokal Indonesia adalah Somethinc yang berfokus pada produk perawatan kulit dan tata rias wajah. Tujuan penelitian ini adalah untuk menjelaskan pengaruh electronic word of mouth terhadap keputusan pembelian melalui brand image pada produk Somethinc di Kota Denpasar. Penelitian ini menggunakan metode non-probability sampling dengan teknik pengambilan sampel purposive sampling kepada 100 responden di Kota Denpasar. Teknik analisis data dengan uji analisis jalur, uji asumsi klasik dan uji Sobel. Hasil analisis menunjukkan bahwa 1) Electronic word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian 2) Electronic word of mouth berpengaruh positif dan signifikan terhadap brand image 3) Brand image berpengaruh positif dan signifikan terhadap keputusan pembelian dan 4) Brand image mampu memediasi secara parsial pengaruh electronic word of mouth terhadap keputusan pembelian. Rekomendasi yang dapat diberikan kepada distributor produk Somethinc di Kota Denpasar adalah meningkatkan jumlah dan kualitas ulasan positif terkait produk Somethinc, memperkuat identitas merek Somethinc di benak konsumen dan menjadi perantara antara konsumen dan produsen produk Semethinc dengan memberikan umpan balik tentang masalah pada produk serta layanan pelanggan untuk meningkatkan dan mempertahankan kepuasan konsumen. The skincare trend in Indonesia has emergence of local brands with various formulas adapted to the skin conditions of Indonesian people. One of the local Indonesian skincare brands is Somethingnc which focuses on skin care and make-up products. The aim of this research the influence of electronic word of mouth on purchasing decisions through the brand image of Somethinc products in Denpasar City. This research used a non-probability sampling method with a purposive sampling technique for 100 respondents in Denpasar City. Data analysis techniques using path analysis tests, classical assumption tests and Sobel tests. The results of the analysis show that 1) Electronic word of mouth has a positive and significant effect on purchasing decisions 2) Electronic word of mouth has a positive and significant effect on brand image 3) Brand image has a positive and significant effect on purchasing decisions and 4) Brand image is able to partially mediate the influence of electronic word of mouth on purchasing decisions. Recommendations that can be given to distributors of Somethinc products in Denpasar City are increasing the number and quality of positive reviews regarding Somethinc products, strengthening the Somethinc brand identity minds of consumers and becoming an intermediary between consumers and producers of Semethinc products by providing feedback about problems with the product and customer service for increase and maintain consumer satisfaction.]]>
<![CDATA[PERAN KEPERCAYAAN MEMEDIASI ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION ]]>
<![CDATA[Viona Fenella]]>;
<![CDATA[I Gusti Ayu Ketut Giantari]]>;
<![CDATA[I Putu Gde Sukaatmadja]]>;
<![CDATA[Ni Ketut Seminari]]>
<![CDATA[ E-Jurnal Manajemen Vol 14 No 2 (2025) ]]>
Publisher : <![CDATA[Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana ]]>
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DOI: 10.24843/EJMUNUD.2025.v14.i2.p01
<![CDATA[Shopee merupakan e-commerce dengan pengunjung terbanyak di Indonesia pada tahun 2022 berdasarkan riset katadata.co.id, dengan adanya e-commerce ini dapat memudahkan orang-orang dalam berbelanja karena tidak perlu berjalan dari toko ke toko dan berhadapan dengan lalu lintas. Penelitian ini dilakukan pada pengguna Shopee di Kabupaten Tabanan. Tujuan penelitian ini adalah untuk menjelaskan peran kepercayaan dalam memediasi online customer review terhadap keputusan pembelian. Penelitian ini khusus menggunakan Teori SOR dengan jumlah sampel 120 orang dan menggunakan teknik purposive sampling. Pengumpulan data dalam penelitian ini dilakukan dengan metode penyebaran kuesioner secara offline dan online melalui google form. Penelitian ini menggunakan teknik Uji Asumsi Klasik, Path Analysis dan Uji Sobel. Berdasarkan hasil penelitian, diperoleh bahwa online customer review berpengaruh positif dan signifikan terhadap kepercayaan. Penelitian ini juga menemukan bahwa masing-masing variabel online customer review dan kepercayaan memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, selain itu kepercayaan mampu memediasi secara signifikan pengaruh online customer review terhadap keputusan pembelian. Implikasi pada penelitian ini terhadap strategi pengembangan yang dapat digunakan oleh pelaku bisnis fashion khususnya pakaian wanita maupun pria di Shopee dalam menentukan strategi yang tepat sesuai dengan pola perilaku konsumen. Shopee is the e-commerce with the most visitors in Indonesia in 2022 based on research by katadata.co.id, with this e-commerce it can make it easier for people to shop because they don't have to walk from shop to shop and deal with traffic. This research was conducted on Shopee users in Tabanan Regency. The purpose of this research is to explain the role of trust in mediating online customer reviews on purchasing decisions. This research specifically uses SOR Theory with a sample size of 120 people and uses a purposive sampling technique. Data collection in this research was carried out by distributing questionnaires offline and online via Google Form. This research uses the Classical Assumption Test, Path Analysis and Sobel Test techniques. Based on the research results, it was found that online customer reviews have a positive and significant effect on trust. This research also found that each of the online customer review and trust variables had a positive and significant influence on purchasing decisions, apart from that trust was able to significantly mediate the influence of online customer reviews on purchasing decisions. The implications of this research are for development strategies that can be used by fashion business people, especially women's and men's clothing at Shopee, in determining the right strategy according to consumer behavior patterns.]]>
<![CDATA[ANALISIS PERAN PENGARUH CUSTOMER ENGAGEMENT MEMEDIASI CONTENT MARKETING TERHADAP PURCHASE INTENTION ]]>
<![CDATA[Ni Putu Dila Pradnyani]]>;
<![CDATA[I Gusti Ngurah Jaya Agung Widagda]]>;
<![CDATA[I Gusti Ayu Ketut Giantari]]>
<![CDATA[ E-Jurnal Manajemen Vol 13 No 8 (2024) ]]>
Publisher : <![CDATA[Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana ]]>
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DOI: 10.24843/EJMUNUD.2024.v13.i08.p06
<![CDATA[Konten dapat menggiring persepsi para konsumen untuk terlibat dalam mempromosikan sebuah produk atau merek sehingga menimbulkan adanya suatu niat beli pada calon konsumen baru. Penelitian ini bertujuan untuk menganalisis pengaruh content marketing dimediasi oleh customer engagement terhadap purchase intention pada produk minuman kemasan merek Cimory. Data kuisioner dikumpulkan melalui google form dengan jumlah sampel sebanyak 168 responden menggunakan metode purposive sampling. Teknik analisis yang digunakan yakni path analysis, uji sobel serta uji VAF. content marketing berpengaruh positif dan signifikan terhadap purchase intention; content marketing berpengaruh positif dan signifikan terhadap customer engagement; customer engagement berpengaruh positif dan signifikan terhadap purchase intention; content marketing dan customer engagement sebagai variabel pemediasi secara parsial berpengaruh positif dan signifikan terhadap purchase intention. Implikasi penelitian ini untuk masukan bagi perusahaan untuk meningkatkan kualitas konten mengikuti tren saat ini. Content can lead to consumers' perceptions of being involved in promoting a product or brand, thus giving rise to a purchase intention in potential new consumers. This research aims to analyze the influence of content marketing mediated by customer engagement on purchase intention for Cimory brand packaged beverage products. Questionnaire data was collected via Google Form with a sample size of 168 respondents using the purposive sampling method. The analysis techniques used are path analysis, Sobel test and VAF test. content marketing has a positive and significant effect on purchase intention; content marketing has a positive and significant effect on customer engagement; customer engagement has a positive and significant effect on purchase intention; content marketing and customer engagement as mediating variables partially have a positive and significant effect on purchase intention. The implications of this research are input for companies to improve content quality following current trends.]]>
<![CDATA[PERAN POSITIVE EMOTION DALAM MEMEDIASI PENGARUH PRICE DISCOUNT TERHADAP IMPULSE BUYING KONSUMEN UNIQLO ]]>
<![CDATA[Putu Kintan Maharani]]>;
<![CDATA[I Gusti Ayu Ketut Giantari]]>
<![CDATA[ E-Jurnal Manajemen Vol 13 No 9 (2024) ]]>
Publisher : <![CDATA[Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana ]]>
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DOI: 10.24843/EJMUNUD.2024.v13.i09.p01
<![CDATA[Perkembangan tren fashion di Indonesia mendorong bisnis ritel fashion, salah satunya Uniqlo, untuk merancang strategi yang dapat meningkatkan pembelian impulsif konsumen. Penelitian ini bertujuan untuk menjelaskan peran positive emotion dalam memediasi pengaruh price discount terhadap impulse buying konsumen Uniqlo. Penelitian ini dilakukan di Kota Denpasar dengan jumlah sampel sebanyak 100 responden yang ditentukan dengan teknik purposive sampling. Instrumen penelitian ini menggunakan kuesioner secara offline dan online yang diukur dalam skala Likert. Teknik analisis data yang digunakan adalah analisis jalur. Hasil penelitian menunjukkan bahwa seluruh hipotesis diterima. Price discount berpengaruh positif dan signifikan terhadap impulse buying. Price discount berpengaruh positif dan signifikan terhadap positive emotion. Positive emotion berpengaruh positif dan signifikan terhadap impulse buying. Positive emotion mampu memediasi secara parsial pengaruh price discount terhadap impulse buying. Implikasi dari penelitian ini adalah pentingnya strategi Uniqlo dalam memberikan potongan harga untuk membangkitkan perasaan senang saat berbelanja sehingga dapat meningkatkan pembelian impulsif konsumen Uniqlo di Kota Denpasar. The development of fashion trends in Indonesia encourages fashion retail businesses, one of which is Uniqlo, to design strategies that can increase consumer impulse buying. This study aims to explain the role of positive emotion in mediating the effect of price discounts on impulse buying of Uniqlo consumers. This research was conducted in Denpasar City with a sample size of 100 respondents determined by purposive sampling technique. This research instrument uses offline and online questionnaires measured on a Likert scale. The data analysis technique used is path analysis. The results showed that all hypotheses were accepted. Price discount has a positive and significant effect on impulse buying. Price discount has a positive and significant effect on positive emotion. Positive emotion has a positive and significant effect on impulse buying. Positive emotion is able to partially mediate the effect of price discount on impulse buying. The implication of this research is the importance of Uniqlo's strategy in providing price discounts to generate feelings of pleasure while shopping to increase impulse buying of Uniqlo consumers in Denpasar City]]>
<![CDATA[PERAN KEPERCAYAAN MEMEDIASI PENGARUH KUALITAS LAYANAN TERHADAP KEPUASAN NASABAH LPD DESA ADAT KAPAL ]]>
<![CDATA[Ni Luh Dona Astriyanti]]>;
<![CDATA[I Gusti Ayu Ketut Giantari]]>;
<![CDATA[Ni Made Rastini]]>
<![CDATA[ E-Jurnal Manajemen Vol 12 No 9 (2023) ]]>
Publisher : <![CDATA[Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana ]]>
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DOI: 10.24843/EJMUNUD.2023.v12.i09.p04
<![CDATA[Penelitian ini bertujuan untuk menguji dan menjelaskan peran kepercayaan memediasi pengaruh kualitas layanan terhadap kepuasan nasabah LPD Desa Adat Kapal. Penelitian ini dilakukan di LPD Desa Adat Kapal, dengan menggunakan 150 responden. Penelitian ini menggunakan teknik analisis data berupa Path Analysis yang dilengkapi dengan Uji Sobel. Hasil penelitian ini menunjukkan bahwa kualitas layanan berpengaruh positif dan signifikan terhadap kepuasan nasabah LPD Desa Adat Kapal. Kualitas layanan berpengaruh positif dan signifikan terhadap kepercayaan. Kepercayaan berpengaruh positif dan signifikan terhadap kepuasan nasabah LPD Desa Adat Kapal. Kepercayaan memediasi secara positif dan signifikan pengaruh kualitas layanan terhadap kepuasan nasabah LPD Desa Adat Kapal. Implikasi dari penelitian ini adalah semakin baik kualitas layanan yang diberikan LPD Desa Adat Kapal, maka akan semakin tinggi kepercayaan yang dimiliki nasabah terhadap LPD Desa Adat Kapal. Dengan semakin tingginya kepercayaan, maka akan menjadi salah satu peran yang penting untuk meningkatkan kepuasan nasabah terhadap layanan LPD Desa Adat Kapal. This research aims was to explain the role of trust in mediating the influence of service quality on customer satisfaction at the LPD Desa Adat Kapal. This research was conducted at the LPD Desa Adat Kapal, using 150 respondents. This study uses Path Analysis that equipped with Sobel Test. The results indicates that service quality had a positive and significant effect on customer satisfaction at the LPD Desa Adat Kapal. Service quality had a positive and significant effect on trust. Trust had a positive and significant effect on customer satisfaction at the LPD Desa Adat Kapal. Trust mediates positively and significantly the effect of service quality on customer satisfaction LPD Desa Adat Kapal. The implication of this research is that the better the quality of service provided by LPD Desa Adat Kapal, the higher the trust that customers have in LPD Desa Adat Kapal. With increasing trust, it will become an important role in increasing customer satisfaction with LPD Desa Adat Kapal services.]]>
<![CDATA[ANTESEDEN TRUST DAN DAMPAKNYA TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA AVANZA PADA PT AGUNG AUTOMALL DENPASAR ]]>
<![CDATA[Desak Made Ramya Pranihita Sukma]]>;
<![CDATA[I Putu Gde Sukaatmadja]]>;
<![CDATA[I Gusti Ayu Ketut Giantari]]>;
<![CDATA[Ni Wayan Ekawati]]>
<![CDATA[ E-Jurnal Manajemen Vol 14 No 4 (2025) ]]>
Publisher : <![CDATA[Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana ]]>
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DOI: 10.24843/EJMUNUD.2025.v14.i4.p01
<![CDATA[Industri otomotif mobil berkembang sesuai perubahan kebutuhan dan preferensi konsumen. Mobil kini bukan hanya alat transportasi, tetapi juga gaya hidup serta status sosial. Penelitian ini dilakukan di PT Agung Automall Denpasar. Tujuan penelitian ini adalah menguji peran trust dalam memediasi pengaruh kualitas produk dan brand image terhadap keputusan pembelian mobil. Penelitian melibatkan konsumen yang membeli Toyota Avanza dalam lima tahun terakhir, menggunakan 100 sampel yang dipilih secara purposive sampling. Pengumpulan data dilakukan melalui kuesioner offline dan secara online menggunakan Google Form. Instrumen penelitian berupa kuesioner diukur dengan skala Likert 5 poin. Analisis data menggunakan SEM-PLS menunjukkan bahwa kualitas produk dan brand image berpengaruh positif signifikan terhadap trust dan keputusan pembelian, dengan trust memediasi sebagian pengaruh tersebut. Hasil ini mendukung penelitian terdahulu secara teoretis. Implikasi praktisnya, PT Agung Automall Denpasar harus fokus pada layanan pelanggan, kualitas produk, dan citra positif perusahaan. Perusahaan perlu meningkatkan layanan pelanggan, memastikan kualitas mobil yang dijual, dan mempromosikan citra positif. Penelitian selanjutnya dapat menambahkan variabel lain yang memengaruhi keputusan pembelian serta memperluas lingkup atau mengganti lokasi penelitian. The automotive industry is evolving in line with changes in consumer needs and preferences. Cars are now not only a means of transportation, but also a lifestyle and social status. This study was conducted at PT Agung Automall Denpasar. The purpose of this study was to examine the role of trust in mediating the influence of product quality and brand image on car purchasing decisions. The study involved consumers who purchased Toyota Avanza in the last five years, using 100 samples selected by purposive sampling. Data collection was carried out through offline questionnaires and online using Google Form. The research instrument in the form of a questionnaire was measured using a 5-point Likert scale. Data analysis using SEM-PLS showed that product quality and brand image had a significant positive effect on trust and purchasing decisions, with trust mediating some of the influence. These results support previous research theoretically. The practical implication is that PT Agung Automall Denpasar must focus on customer service, product quality, and positive company image. Companies need to improve customer service, ensure the quality of cars sold, and promote a positive image. Further research can add other variables that influence purchasing decisions and expand the scope or change the location of the study.]]>
<![CDATA[The Mediating Role of Brand Image in The Effect of Corporate Social Responsibility on Purchase Intention of Nestle Pure Life in Denpasar ]]>
<![CDATA[Ni Putu Amrita Devi Ayudhia]]>;
<![CDATA[I Gusti Ayu Ketut Giantari]]>
<![CDATA[ Digital Innovation : International Journal of Management Vol. 2 No. 3 (2025): Digital Innovation : International Journal of Management ]]>
Publisher : <![CDATA[Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia ]]>
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DOI: 10.61132/digitalinnovation.v2i3.446
<![CDATA[This study aims to examine and explain the mediating role of brand image in the effect of corporate social responsibility (CSR) on purchase intention toward Nestle Pure Life in Denpasar. The research was conducted in Denpasar, using a sample of 100 respondents selected through purposive sampling and surveyed using offline questionnaires. The data analysis technique used in this study is path analysis with SPSS 26.0. The results indicate that all hypotheses are accepted. Corporate social responsibility has a positive and significant effect on purchase intention. Brand image also has a positive and significant effect on purchase intention. In addition, CSR significantly influences brand image. Furthermore, brand image is proven to mediate the effect of corporate social responsibility on purchase intention toward Nestle Pure Life in Denpasar. The implication of this study is the importance for Nestle Pure Life to enhance positive consumer perception through meaningful and consistent CSR programs in order to build a strong brand image that ultimately increases purchase intention among consumers in Denpasar.]]>
<![CDATA[The Role of Brand Trust in Mediating Social Media Marketing Effects on Orlenalycious Brand Loyalty ]]>
<![CDATA[Putri, Made Dwika Cahya]]>;
<![CDATA[Giantari, I Gusti Ayu Ketut]]>
<![CDATA[ International Journal of Management, Accounting & Finance (KBIJMAF) Vol. 2 No. 3 (2025): July: International Journal of Management, Accounting & Finance (KBIJMAF) ]]>
Publisher : <![CDATA[LPPM STIE Kasih Bangsa ]]>
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DOI: 10.70142/kbijmaf.v2i3.330
<![CDATA[This study aims to analyze the role of brand trust in mediating the influence of social media marketing on brand loyalty in Orlenalycious, an MSME brand known for its brownie products. In an increasingly competitive industry, building strong relationships with customers has become essential, and social media marketing is becoming one of the effective ways to achieve this. This research was conducted in Denpasar City using questionnaires distributed to 120 respondents online and offline. The sampling technique used is non-probability sampling with the purposive sampling method. The results of the study showed that all the hypotheses put forward were accepted. Social media marketing has been proven to have a positive and significant effect on brand loyalty, as well as on brand trust. In addition, brand trust also has a positive and significant influence on brand loyalty. Interestingly, brand trust can mediate the influence of social media marketing on brand loyalty in part. These findings support the Stimulus-Organism-Response (S-O-R) model, which emphasizes the importance of social media marketing in influencing consumer attitudes and behaviors through accurate information and in accordance with the promises of the products offered. The implications of this study show that in order to increase brand loyalty, Orlenalycious needs to continue to provide up-to-date information and fulfill product promises through social media marketing, so as to strengthen consumer trust and increase brand loyalty. These results are expected to be a guide for MSME managers in designing more effective marketing strategies, especially in utilizing social media to build long-term relationships with customers.]]>
