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All Journal Jurnal Mirai Management Karimah Tauhid
Pratiwi, Niken Intan
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences

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Journal : Jurnal Mirai Management

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Marketing Strategy and Service Quality to Enhance Customer Loyalty in Security Industry Agustiani, Mulia; Pratiwi, Niken Intan
Jurnal Mirai Management Vol 11, No 1 (2026)
Publisher : STIE AMKOP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/mirai.v11i1.10386

Abstract

The security industry has become an essential part of modern business operations, where trust and reliability are key elements for maintaining customer relationships. In the era of digital transformation, security service companies are challenged to design effective marketing strategies and deliver excellent service quality to retain customers and strengthen loyalty. This study aims to review and analyze existing literature on the role of marketing strategy and service quality in enhancing customer loyalty within the security industry. Using a qualitative approach through literature review, this research examines studies published between 2020 and 2024. The findings indicate that marketing strategies supported by digital transformation, relationship marketing, and service excellence significantly influence customer loyalty. In addition, consistent communication, professionalism, and technology-based service innovation strengthen clients’ trust and create long-term partnerships. Keywords: marketing strategy, service quality, customer loyalty, security industry, digital marketing
Co-Authors Agustiani, Mulia Hermawan, Rangga Adhitia L Tobing, Rangga Meylani, Shella sahroni Setiawan, Antony Zulfitra