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All Journal Business and Entrepreneurial Review Jurnal Manajemen dan Pemasaran Jasa
Marietje Carolien Nanulaitta
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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THE INFLUENCE OF MARKETING STRATEGY RELATIONSHIP AND SERVICE QUALITY TO CUSTOMER SATISFACTION IN TOYOTA AUTO SERVICE STATION Marietje Carolien Nanulaitta
Business and Entrepreneurial Review Vol. 9 No. 2 (2010): Volume 9, Number 2, April 2010
Publisher : Universitas Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (420.97 KB) | DOI: 10.25105/ber.v9i2.36

Abstract

The background of this research was Customer Relationship marketing and service quality of Firms have accepted that customer retention is even more profitable than customer attraction and we can observe the interest of firms in adopting relationship marketing principles and designing strategies to develop close and long-lasting relationships with the most profitable customers. The objective of The analysis of marketing activities and programs implemented in order to establish, develop, and maintain relationships with customers and the impact these activities have on the firm performance. The design of this research applies to Toyota Car Repair and the questionnaires were spreaded away to 110 respondents. Data analysis used in this research was Multiple Regression with SPSS program. The result of this research conclude that Relationship Marketing Strategy and Service Quality in Car Repair significantly affect to Customer Satisfaction
PENGARUH RELATIONSHIP MARKETING STRATEGY DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN BENGKEL MOBIL TOYOTA Marietje Carolien Nanulaitta
Jurnal Manajemen dan Pemasaran Jasa Vol. 1 No. 2 (2008): September
Publisher : Lembaga Penerbit Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1269.362 KB) | DOI: 10.25105/jmpj.v1i2.535

Abstract

The background of this research was customer relationship marketing and service quality of Firms have accepted that customer retention is even more profitable than customer attraction and we can observe the interest of firms in adopting relationship marketing principles and designing strategies to develop close and long-lasting relationships with the most profitable customers. The objective of the analysis of marketing activities and programs implemented in order to establish, develop, and maintain relationships with customers and the impact these activities have on the firm performance. The design of this research applies to Toyota Car Repair and the questionnaires were spreaded away to 110 respondents. The Likert-scale for the 5 point measurement which means strongly agree and 1 point is for strongly disagree. Data analysis used in this research was multiple regression. The result of this research concludes that relationship marketing strategy and service quality in car repair significantly affect to customer satisfaction.Keywords: Relationship marketing strategy, Service quality, Customer satisfaction
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