Optimizing Customer Retention in Modern Retail: The Role of Customer Experience and Relationship Quality
Article Sidebar
Main Article Content
Abstract
The customer's position is the spearhead of business, including modern retail, for this reason, this research aims to find ways to optimize customer retention in modern retail with the role of relationship quality, and customer experience in Ramayana department stores. The population in this study were customers of Ramayana department stores in the DKI Jakarta area. The sampling technique used proportional random sampling with a sample size of 400 customers of Ramayana department stores. The data analysis method used in this research is path analysis using JASP software. This research produces conclusions 1). Relationship quality is proven to have a positive and significant influence on Customer Experience at Ramayana Department Store. 2) Customer Experience is proven to have a positive and significant influence on Customer Retention at Ramayana Department Store. 3) Relationship quality has a positive effect on Customer Retention through Customer Experience as full mediation at Ramayana Department Store.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
P. Simamora, “Studi Keputusan Pembelian Konsumen Berdasarkan Loyalitas Merek,” JIMFE (Jurnal Ilm. Manaj. Fak. Ekon., vol. 2, no. 1, pp. 24–36, 2018.
L. B. Prayogo, S. Suharyati, and M. . N. Ariani, “Kewirausahaan, Inovasi Teknologi, Dan Keunggulan Bersaing Pada Usaha Mikro, Kecil, Dan Menengah (Umkm) Makanan Di Kecamatan Cibinong,” JIMFE (Jurnal Ilm. Manaj. Fak. Ekon., vol. 5, no. 2, pp. 85–96, 2020, doi: 10.34203/jimfe.v5i2.1870.
W. D. Hoyer, M. Kroschke, B. Schmitt, K. Kraume, and V. Shankar, “Transforming the customer experience through new technologies,” J. Interact. Mark., vol. 51, no. 1, pp. 57–71, 2020.
A. Pangarkar, V. Arora, and Y. Shukla, “Exploring phygital omnichannel luxury retailing for immersive customer experience: The role of rapport and social engagement,” J. Retail. Consum. Serv., vol. 68, p. 103001, 2022.
J. W. Shin, “Mediating effect of satisfaction in the relationship between customer experience and intention to reuse digital banks in Korea,” Soc. Behav. Personal. an Int. J., vol. 49, no. 2, pp. 1–18, 2021.
E. Mammadbayov, R. Hurriyati, and H. Hendrayati, “Modern Marketing Management and New Trends in Marketing,” in 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020), 2021, pp. 459–462.
A. Chernev, Strategic marketing management: theory and practice. Cerebellum Press, 2019.
P. Kotler, M. Brady, M. Goodman, and T. Hansen, Marketing management: European edition. Pearson Higher Ed, 2019.
Rajagopal, Consumer Behavior Theories. United States: Business Expert Press, 2018.
P. Roy, “Theory and models of consumer buying behaviour: A descriptive study,” Available SSRN 4205489, 2022.
E. J. Arnould, C. J. Thompson, D. Crockett, and M. F. Weinberger, Consumer culture theory. SAGE Publications Limited, 2023.
M. Srivastava, S. Naik, and A. Narula, “Quantitative modeling of Customer retention in context of Indian retail market,” Indian J. Commer. Manag. Stud., vol. 9, no. 1, pp. 108–114, 2018.
D. Lakshman and F. Faiz, “The impact of customer loyalty programs on customer retention in the retail industry,” J. Manag. Res., vol. 21, no. 1, pp. 35–48, 2021.
B. Mishachandar and K. A. Kumar, “Predicting customer churn using targeted proactive retention,” Int. J. Eng. Technol., vol. 7, no. 2.27, p. 69, 2018.
J. R. Hanaysha, “An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market,” PSU Res. Rev., vol. 2, no. 1, pp. 7–23, 2018.
O. Tyrväinen, H. Karjaluoto, and H. Saarijärvi, “Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail,” J. Retail. Consum. Serv., vol. 57, p. 102233, 2020.
C. G. Chi, Y. Ekinci, H. Ramkissoon, and A. Thorpe, “Evolving effects of COVID-19 safety precaution expectations, risk avoidance, and socio-demographics factors on customer hesitation toward patronizing restaurants and hotels,” J. Hosp. Mark. Manag., vol. 31, no. 4, pp. 396–412, 2022.
P. M. Pecorari and C. R. C. Lima, “Correlation of customer experience with the acceptance of product-service systems and circular economy,” J. Clean. Prod., vol. 281, p. 125275, 2021.
R. N. Bolton et al., “Customer experience challenges: bringing together digital, physical and social realms,” J. Serv. Manag., vol. 29, no. 5, pp. 776–808, 2018.
A. Bhattacharya, M. Srivastava, and S. Verma, “Customer experience in online shopping: a structural modeling approach,” J. Glob. Mark., vol. 32, no. 1, pp. 3–16, 2019.
P. C. Verhoef, P. H. Franses, and J. C. Hoekstra, “The effect of relational constructs on customer referrals and number of services purchased from a multiservice provider: does age of relationship matter?,” J. Acad. Mark. Sci., vol. 30, pp. 202–216, 2002.
S. Antwi, “‘I just like this e-Retailer’: Understanding online consumers repurchase intention from relationship quality perspective,” J. Retail. Consum. Serv., vol. 61, p. 102568, 2021.
T. T. Tran, A. T. Tran, And T. N. Pham, “Mediation role of satisfaction and trust on attitudinal commitment and relationship quality,” J. Asian Financ. Econ. Bus., vol. 7, no. 10, pp. 275–281, 2020.
J. Dado, J. Taborecka–Petrovicova, and T. Rajic, “Towards an Integrative Framework of Relationship Quality in a Retail Setting: Evidence from an Emerging Economy,” Manag. J. Sustain. Bus. Manag. Solut. Emerg. Econ., vol. 27, no. 2, pp. 47–58, 2022.
P. Kwiatek, Z. Morgan, and M. Thanasi-Boçe, “The role of relationship quality and loyalty programs in building customer loyalty,” J. Bus. Ind. Mark., vol. 35, no. 11, pp. 1645–1657, 2020.
B. Ibrahim, A. Aljarah, and D. Sawaftah, “Linking social media marketing activities to revisit intention through brand trust and brand loyalty on the coffee shop facebook pages: Exploring sequential mediation mechanism,” Sustainability, vol. 13, no. 4, p. 2277, 2021.
Y.-C. Huang and C.-H. Huang, “Exploring institutional pressure, the top management team’s response, green innovation adoption, and firm performance: evidence from Taiwan’s electrical and electronics industry,” Eur. J. Innov. Manag., vol. 27, no. 3, pp. 800–824, 2024.
J. Dad’o, “Turystyka zakupowa Slowakow na targach w Polsce,” Mark. i Rynek, vol. 9, no. 05, pp. 31–35, 2002.
Sugiyono, “Metode Penelitian Kuantitatif, Kualitatif, dan R&D,” Bandung: CV. Alfabeta, 2017.
J. Greenwood, P. Han, and J. M. Sánchez, “Venture Capital: A Catalyst for Innovation and Growth,” Fed. Reserv. Bank St. Louis Rev., vol. 104, no. 2, pp. 1–12, 2022, doi: 10.20955/r.104.120-30.