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All Journal Jurnal Konseling dan Pendidikan Perisai : Islamic Banking and Finance Journal Jurnal AKSI (Akuntansi dan Sistem Informasi) Muhammadiyah International Journal of Economics and Business MBIA BALANCE: Economic, Business, Management and Accounting Journal JURNAL EKOBIS DEWANTARA Jurnal Proaksi Performance : Jurnal Bisnis dan Akuntansi Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Scientia Jurnal Fokus Manajemen Bisnis Co-Value : Jurnal Ekonomi, Koperasi & Kewirausahaan JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) BISMA (Bisnis dan Manajemen) Buletin Ekonomi: Manajemen, Ekonomi Pembangunan, Akuntansi West Science Business and Management Jurnal Penelitian Pendidikan Indonesia Jurnal Manajemen, Bisnis dan Kewirausahaan
Salamatun Asakdiyah
Universitas Ahmad Dahlan
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Mathematics Social Sciences Other

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Relationship Marketing as a Driver of Competitive Advantage in Service Industries Salamatun Asakdiyah
Jurnal Manajemen, Bisnis dan Kewirausahaan Vol. 6 No. 1 (2026): April: Jurnal Manajemen, Bisnis dan Kewirausahaan (JUMBIKU)
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jumbiku.v6i1.6863

Abstract

Relationship marketing is increasingly important in the context of intensifying competition in service industries that are becoming more commoditized, where price-based differentiation and operational efficiency are easy to imitate and quickly lose their distinctiveness. This article aims to examine relationship marketing as a driver of competitive advantage by positioning it as a strategic capability that builds relational assets. The study adopts a qualitative, theory-based narrative review approach focused on cross-theory conceptual synthesis and interpretive analysis. The review identifies a consistent mechanism: relationship marketing practices—through meaningful communication, service consistency, service recovery, ethically grounded personalization, and facilitation of customer participation—develop trust, commitment, and customer engagement that accumulate into relationship quality. Stronger relationship quality then enhances loyalty, increases retention, creates switching costs (especially relational costs), and expands relational capital in the form of customer knowledge, reputation, referral networks, and learning loops that support service innovation. The main contribution of this article is a theoretical synthesis that integrates the Resource-Based View, Social Exchange Theory, and Service-Dominant Logic into a conceptual RM–competitive advantage model that is path dependent and difficult to imitate. Theoretically, the model clarifies the causal–conceptual pathway through which service advantage is formed, while managerially it emphasizes orchestrating service culture and relational capabilities, including the responsible use of technology.
Co-Authors Ade Lisa Istifarida Aftoni Susanto Alfia Nuriska Ali Sya’bana Ali Sya’bana Anggraini Dj Makassar Anisa Anisa Anna Anna Atika Puspita Dewi Bonaga, Jason Keith Delfia Delfia, Delfia Deny Ismanto Deny Ismanto Deny Ismanto Dewi Damayanti Eva Yuniarti Utami Haidar Abdullah Ibnu Seyna Riyanto Ilham Gemilang Hendar Putra Indri Wahyuni Ismanto, Deny Jason Keith Bonaga Mega Ria Dewanto Mudiono Mudiono, Mudiono Mustakin Mustakin Pefriyadi Pefriyadi Rai Raka Setyawan Riyanto, Ibnu Seyna Rosa Ariana Sarwo Eddy Wibowo Setyawan, Rai Rake Sindu Rifai Singgih Kurnianto Siti Zubaidah Suparman Sutanto, Afroni Sutanto, Aftoni Sya'bana, Ali Taufik Hidayat Taufik Hidayat Tonny Yuwanda Zunan Setiawan