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All Journal Journal of Business Studies and Management Review
Garry Yuasa Rosyid
university of jambi
Decision Sciences, Operations Research & Management Social Sciences

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THE INFLUENCE OF RELATIONSHIP MARKETING TOWARDS CUSTOMER RETENTION EFFORTS ON CULINARY SEAFOOD CRAB'S NEST RESTAURANT IN THE CITY OF JAMBI Jamal Jamal; Ade Titi Nifita; Garry Yuasa Rosyid
Journal of Business Studies and Management Review Vol. 2 No. 1 (2018): JBSMR Vol 2 No.1 December 2018
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (188.284 KB) | DOI: 10.22437/jbsmr.v2i1.6462

Abstract

The purpose of this study was to study the relationship of marketing to customer retention in seafood food companies in crabs in the city of Jambi, as well as identify things that need to be considered in improving customer retention. The data in this study used a survey method using a questionnaire given to 105 respondents. The data were analyzed using multiple linear regression techniques. The results of statistical tests simultaneously, dimensions, commitment, communication, and handling were significantly positive and significant for customer retention, with an influence value (R2) of 54.5%. The results showed that partially, dimensions, commitment, and communication had a positive and significant effect on customer retention, while the handling dimension was not significant to customer retention. Thus, efforts are needed to improve the quality of handling speed in order to increase customer retention in the crab seafood restaurant culinary business in Jambi City.
Co-Authors Ade Titi Nifita Jamal Jamal