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All Journal Jurnal Riset Bisnis dan Manajemen Jurnal Ilmiah Manajemen Kesatuan
Undang Juju
Universitas Pasundan, Indonesia
Economics, Econometrics & Finance Social Sciences

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The Effect of Customer Relations and Marketing Communication on Competitive Advantage and Customer Loyalty Taufik Zulfikar; Sucherly; Undang Juju
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.4062

Abstract

Competitive advantage is achieved when a company runs a marketing strategy by producing products and services different from those of other competitors and/or producing cheaper products and services, which creates a superior value. Repeat purchase is a manifestation of customer satisfaction with the value received, and customer loyalty reflects companies with competitive advantages. This research aims to determine the impact of customer relations and marketing communication on competitive advantage, which affects customer loyalty. The research method used is a survey aimed at 400 hotel customers, and the analytical instrument used is the Structural Equation Model (SEM). The research shows that there is an influence of competitive advantage on customer loyalty, Customer relationship, and marketing communication, which affect competitive advantage both partially and simultaneously. Customer loyalty will happen when a company has a competitive advantage, encouraged by customer relationships and optimal marketing communication. This research highlights that loyalty is not merely the outcome of customer satisfaction but is rooted in a firm’s ability to build trustful relationships, communicate effectively, and sustain competitive advantage.
DRIVING CUSTOMER TRUST TROUGHT VALUE CREATION: THE STRATEGIC ROLES OF CRM, REPUTATION, AND CUSTOMER CHARACTERISTICS Finny Redjeki; Undang Juju
Jurnal Riset Bisnis dan Manajemen Vol. 19 No. 2 (2026): August Edition
Publisher : Faculty of Economic and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jrbm.v19i2.53261

Abstract

This study examines the effects of customer characteristics, bank reputation, and Customer Relationship Management (CRM) on customer value creation and its implications for customer trust at PT Bank Sulselbar. A quantitative approach with a descriptive-verificative design was employed using survey data from 300 productive debtors selected through proportionate stratified random sampling. Data were analyzed using Structural Equation Modeling (SEM). The results show that customer characteristics, bank reputation, and CRM significantly influence customer value creation, jointly explaining 76.98%, with customer characteristics emerging as the strongest predictor. Customer value creation also has a strong and significant positive effect on customer trust. These findings emphasize the importance of enhancing customer value through a better understanding of customer characteristics, effective CRM, and a strong bank reputation to strengthen customer trust in regional banking.
Co-Authors Finny Redjeki Sucherly Taufik Zulfikar