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"Pasar periklanan di Indonesia telah terdistribusi ke berbagai Media Massa yang ada sehingga mengakibatkan pendapatan Media Televisi semakin berkurang. Strategi CRM (Customer Relationship Management) digunakan untuk mengatasi masalah perolehan periklanan pada Media Televisi dengan cara menentukan bagaimanakah karakteristik kesuksesan penerapannya agar strategi CRM yang diterapkan bisa mengatasi masalah periklanan pada Media Televisi. Strategi CRM dikembangkan dengan mengadaptasi metodologi Gartner CRM Framework yang terdiri dari crm vision, crm strategy, valued customer experience, organizational collaboration, crm process, crm information, crm technology dan crm metrics.Penelitian dilakukan dengan melakukan survey pada delapan stasiun televisi publik di Indonesia yang terdiri dari RCTI, LATIVI, ANTV, GLOBAL TV, METRO TV, INDOSIAR, TV7, TRANSTV, SCTV. Survey dilakukan untuk mengumpulkan data yang diperlukan untuk mendukung penerapan strategi CRM pada Media Televisi. Data hasil survey meliputi channel share Media Televisi setiap minggu dari Nielsen Media Research, Lingkungan dan lingkungan Teknologi Informasi Media Televisi dalam berhubungan dengan Advertiser diperoleh dengan melakukan quesioner pada setiap Media Televisi yang diikutsertakan untuk berpartisipasi dalam proses survey. Data yang diperoleh dari hasil survey diolah dengan menggunakan metode statistik deskriptif untuk mendapatkan karakteristik informasi tentang channel share, lingkungan bisnis dan lingkungan teknologi informasi Media Televisi.Hasil penelitian menunjukan pasar periklanan cenderung terdistribusi secara merata ke berbagai Media Televisi. Media Televisi banyak mendapatkan komplain dari Advertiser tentang pelayanan dan pengiklanan produk, adanya proses periklanan rumit sehingga cenderung menyulitkan Advertiser dan penurunan loyalitas Advertiser. Media Televisi cenderung memakai Teknologi Informasi hanya untuk operasional broadcasting.Dengan mengacu pada data yang diperoleh dari hasil penelitian maka dibentuk strategi CRM dengan dukungan teknologi informasi yang diperlukan untuk mengatasi kekurangan pada Media Televisi. Pembentukan strategi menggunakan analisis SWOT, Tows Matrix, Strategi Grid, Balance Scorecard dan Critical Success Factor dan Application Functional Specification. Formulasi strategi menunjukan bahwa Media Televisi perlu menerapkan critical success factor, organizational collaboration dan solusi teknologi informasi dalam application functional specification. Karakteristik critical success factor pada Media Televisi jika dibandingkan dengan strategi CRM pada industri lainnya menghasilkan dua karakteristik penting yang harus ada dalam CRM yaitu value untuk customer dan ukuran kesuksesan penerapan CRM.

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Indonesian advertising market has been distributing to many others mass media meanwhile revenue of Television Media decrease. CRM (Customer Relationship Management) strategy used to overcome advertising revenue problem in Television Media with metrics of critical success factor characteristic. CRM strategy developed with adoption of Gartner CRM Framework consist of crm vision, crm strategy, valued customer experience, organizational collaboration, crm process, crm information, crm technology and crm metrics.

Research has been done with survey on eight Indonesian public television broadcasting consist of RCTI, LATIVI, ANTV, GLOBAL TV, METRO TV, INDOSIAR, TV7, TRANSTV, SCTV. Survey supposed to get data to support practicing CRM strategy in Television Media. Data collected has three parts, first channel share Television Media. Second are business environment in Television Media and third are information technology environment in Television Media on relationship with Advertiser captured with questioner on every Television Media which participating on survey process. Data survey processed with descriptive statistic method to get information characteristic about channel share, business environment and information technology environment in Television Media.

Result of research show that advertising market distributed to many others Television Media. Television Media got more complains from Advertiser about service and advertising product, complicated advertising process and decreasing of Advertiser loyalty. Television Media using information technology only to support operational broadcasting. With refer to data captured from result of research then strategy CRM created with information technology support to overcome advertising problem in Television Media. Strategy CRM created using SWOT, Tows Matrix, Strategy Grid, Balance Scorecard dan Critical Success Factor and Application Functional Specification.

Result of formulation strategy CRM show that Television Media need to practise critical success factor, organizational collaboration and information technology solution on application functional specification. Characteristic result of research with research CRM strategy from others industry show us two important characteristic that should be in place on CRM strategy, value to customer and metrics to success."

" Penulisan Karya Akhir ini membahas mengenai penerapan Customer Relationship Management (CRM) pada Brand Product Women Rejuvenate Program (WRP), yang merupakan Salah satu Top Brand dari PT Nutrifood Indonesia. Pada Era Kemajuan Teknologi ini informasi terkait perusahaan, produk, maupun jasa dapat dengan mudahnya diakses oleh masyarakat melalui penggunaan media sosial. Maka dari itu Peneliti dengan objek penelitiannya yakni @WRPdiet ingin mengetahui Bagaimana bentuk komunikasi media Twitter WRP dengan followers dalam mengidentifikasi implementasi customer relationship management, bertujuan untuk mengamati bentuk komunikasi Publisitas yang terjadi dalam Twitter WRP. Penelitian ini menggunakan metode analisis kualitatif isi (content analysis), dengan menggunakan teknik semiotik. Penerapan CRM dari Brand WRP dengan menggunakan media sosial Twitter. Hasil penelitian menunjukkan WRP dekat dengan target khalayaknya, mengetahui timbal balik dari followers, dapat melakukan komunikasi dua arah dengan publik, menjaga relationship dengan pelanggan, serta dapat mempengaruhi opini publik khususnya konsumen melalui publikasi.

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This research explains about Customer Relationship Management (CRM) implementations on Brand Product Woman Rejuvenate Program (WRP) which is one of Top Brand from Nutrifood Indonesia. In this Global Era, the informations about company, products, and services are such things that we can get easily by social media. Therefore Researcher found @WRPdiet as an object for the aim of this research, So the first is how does the communication form between WRP’s Twitter and its followers in order to identify customer relationship management implementation. This research method is content analysis and also using semiothic technique. The implementation of WRP’s CRM by using social media, Twitter. The results of this research shows that WRP has close relationship with the target market, know the feedback from followers, there’s a two-ways communication with the publics, maintaining the long term relationship with the customer, and at last WRP could be an influencer in making public opinion especially to the customer by using good publicity."

"Dengan berkembangnya teknologi dan persaingan dalam dunia bisnis, suatu hal yang penting untuk mengembangkan suatu usaha adalah dengan melakukan pendekatan kepada pelanggannya. Oleh sebab itu penerapan Customer Relationship Management perlu dilakukan untuk mengelola relasi antar perusahaan dan pelanggan yang merupakan kunci publik dari sebuah perusahaan. Salah satu pendekatan yang penting untuk dilakukan tentu saja tidak lepas dari pemanfaatan teknologi yang saat ini merupakan media informasi yang banyak digunakan yaitu Internet. Sebagai salah satu perusahaan elektronik terbesar, tentu saja penerapan Customer Relationship Management menjadi salah satu upaya Samsung untuk mendekatkan diri dengan para pelanggannya serta menunjang keberlangsungan perusahaan itu sendiri, terutama dalam persaingaannya dengan kompetitor yang menawarkan produk-produk sejenis. Dengan meluasnya penggunaan media sosial "Twitter" di seluruh dunia dan pada khususnya di Indonesia, maka Samsung pun memanfaatkan media tersebut sebagai salah satu cara untuk mendekatkan diri dengan para khalayaknya. Penelitian ini dilakukan untuk mengetahui kualitas Customer Relationship Management akun Twitter Samsung Indonesia kepada followersnya. Teknik analisis yang digunakan dalam penelitian ini adalah kualitatif dengan metode konten analisis dimana pada dasarnya penelitian dilakukan melalui analisis terhadap tweet akun twitter Samsung Indonesia. Hasil penelitian menunjukkan bahwa kualitas Customer Relationship Management Twitter Samsng Indonesia memiliki kecenderungan pada indikator baik.

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With the development of technology and the increasing of competition in the business world, it is very important to approach customers in order to develop a good business. For this reason, the application of Customer Relationship Management is essential to manage the relationships between companies and its customers, which is the key part of the company. One of the important approach is obviously involving the use of technology that is now widely used as an information medium, which is the internet. As one of the largest electronics companies, the implementation of Customer Relationship Management become one of Samsung's efforts to get closer to its customers and to ensure the sustainability of the company itself, especially to secure more share in customers against their competitors that offer similar products.

With the widespread use of social media "Twitter" in the world and particularly in Indonesia, Samsung utilize this media as a way to get closer to their customers. This study was conducted to determine the quality of Samsung Indonesia’s Customer Relationship Management Twitter account upon its followers. The analysis technique used in this study is qualitative content analysis method, which is basically a study that was conducted through the analysis of tweets of twitter Samsung Indonesia. The results showed that the quality of Customer Relationship Management of Twitter Samsung Indonesia has a tendencys to a good indicator."

"[ABSTRAKTesis ini membahas pengaruh brand personality congruence dan customeremployee congruence terhadap customer satisfaction melalui media personal interaction, relationship satisfaction dan loyalty to employee. Penelitian ini adalah penelitian kuantitatif dengan menggunakan analisa SEM. Responden nasabah adalah salah satu perbankan syariah di Indonesia.Adapun hasil dari penelitian yang dilakukan bahwa brand personalitycongruence dan customer-employee congruence mempunyai pengaruh terhadap customer satisfaction. Media yang paling mempengaruhi customer satisfaction adalah relationship satisfaction dan loyalty to employee. Sehingga bagi perusahaan jasa, karyawan menjadi faktor penting karena representatif dari perusahaan dan menjadi kunci terjadinya kepuasan konsumen. Perusahaan harus memberikansarana untuk menunjang kompetensi karyawan saat berhadapan dengan konsumen.;

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ABSTRACTThis thesis explores the influence of brand personality congruence andcustomer-employee congruence on customer satisfaction through personalized media interaction , relationship satisfaction and loyalty to the employee . This research is a quantitative study using SEM analysis . Respondents are customers of one of Islamic banking in Indonesia.The results of the research showed that brand personality congruence and customer-employee congruence have an influence on customer satisfaction. Media most affect customer satisfaction and loyalty is the relationship to employee satisfaction. So for a service company, the employee becomes an important factor because they representative of the company and a key to the customer?s satisfaction. Service Company should provide this gracious employee competence when dealing with consumers;This thesis explores the influence of brand personality congruence andcustomer-employee congruence on customer satisfaction through personalizedmedia interaction , relationship satisfaction and loyalty to the employee . Thisresearch is a quantitative study using SEM analysis . Respondents are customers ofone of Islamic banking in Indonesia.The results of the research showed that brand personality congruence andcustomer-employee congruence have an influence on customer satisfaction. Mediamost affect customer satisfaction and loyalty is the relationship to employeesatisfaction. So for a service company, the employee becomes an important factorbecause they representative of the company and a key to the customer?s satisfaction.Service Company should provide this gracious employee competence when dealingwith consumers;This thesis explores the influence of brand personality congruence andcustomer-employee congruence on customer satisfaction through personalizedmedia interaction , relationship satisfaction and loyalty to the employee . Thisresearch is a quantitative study using SEM analysis . Respondents are customers ofone of Islamic banking in Indonesia.The results of the research showed that brand personality congruence andcustomer-employee congruence have an influence on customer satisfaction. Mediamost affect customer satisfaction and loyalty is the relationship to employeesatisfaction. So for a service company, the employee becomes an important factorbecause they representative of the company and a key to the customer?s satisfaction.Service Company should provide this gracious employee competence when dealingwith consumers;This thesis explores the influence of brand personality congruence andcustomer-employee congruence on customer satisfaction through personalizedmedia interaction , relationship satisfaction and loyalty to the employee . Thisresearch is a quantitative study using SEM analysis . Respondents are customers ofone of Islamic banking in Indonesia.The results of the research showed that brand personality congruence andcustomer-employee congruence have an influence on customer satisfaction. Mediamost affect customer satisfaction and loyalty is the relationship to employeesatisfaction. So for a service company, the employee becomes an important factorbecause they representative of the company and a key to the customer’s satisfaction.Service Company should provide this gracious employee competence when dealingwith consumers, This thesis explores the influence of brand personality congruence andcustomer-employee congruence on customer satisfaction through personalizedmedia interaction , relationship satisfaction and loyalty to the employee . Thisresearch is a quantitative study using SEM analysis . Respondents are customers ofone of Islamic banking in Indonesia.The results of the research showed that brand personality congruence andcustomer-employee congruence have an influence on customer satisfaction. Mediamost affect customer satisfaction and loyalty is the relationship to employeesatisfaction. So for a service company, the employee becomes an important factorbecause they representative of the company and a key to the customer’s satisfaction.Service Company should provide this gracious employee competence when dealingwith consumers]"

"ABSTRAKTesis ini membahas proses pembentukan brand personality melalui aktivitasadvertising. Brand personality merupakan salah satu elemen dari merek yangmemberikan kehidupan bagi merek tersebut. Pola pikir konsumen di Indonesiasemakin berkembang dari tahun ke tahun. Konsumen sekarang membedakanmasing-masing merek yang dilihat berdasarkan personality yang berbeda. Pentinguntuk pemilik brand, tidak hanya membuat personality brand tersebut kuat tetapijuga membuat personality yang sesuai dengan karakter pengguna dari brandtersebut. Konsumen cenderung memilih suatu brand yang memiliki personalityyang sesuai dengan konsep diri mereka. Hal inilah yang mendasari penulis inginmenggambarkan elemen-elemen brand dan iklan televisi yang menjadi dasarpembentukan brand personality. Penelitian ini berusaha menguraikan awareness,association, dan personality dari Awareness Pocari Sweat. Oleh karena itupenelitian ini bersifat eksploratif analitis dan deskriptif dengan sampel penelitianyaitu target utama konsumen Pocari Sweat berusia15-25 tahun. Hasil penelitianini didapatkan bahwa sifat aktif, ceria, semangat, dan akrab adalah brandpersonality dari Pocari Sweat. Penelitian ini menyarankan bahwa diperlukankonsistensi dan integrasi kegiatan pemasaran yang dilakukan untuk memperkuatbrand personality dari Pocari Sweat, penguatan elemen ion sebagai keunggulanPocari Sweat dibandingkan dengan minuman isotonik lain. Selain itu penulismenyarankan untuk mereview elemen iklan yaitu endorser dan tagline dalamiklan televisi Pocari Sweat versi beach house karena dikhawatirkan mengurangiesensi isi pesan dalam iklan tersebut.

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ABSTRACTThis thesis discusses the formation of brand personality throughadvertising activity. Brand personality is one of the elements of the brand thatgives life to the brand. The mindset of consumers in Indonesia is growing fromyear to year. Consumers nowadays, differentiate the brand by individualpersonality. It is important for brand owners, not only to make the strongpersonality for the brand but also makes the personality fit with the character ofthe user. Consumers tend to choose a brand that has a personality that fit withtheir self-concepts. This is underlies the writer to describe the brand and televisionadvertisements element which became the basis of the brand personalityformation. This research tries to elaborate awareness, association, and thepersonality of Pocari Sweat. Therefore, this study is exploratory and descriptiveanalytical, using the main target consumers Pocari Sweat berusia15-25 years as asample. The results of this study found that active, cheerful, spirit, and intimate/familiar are brand personality of Pocari Sweat. This research suggests that PocariSweat need consistency and integration of marketing activities to make brandpersonality becoming more powerfull impact, strengthening “Ion” as PocariSweat element to make a differentiation compared to other isotonic drinks.Moreover, the authors suggest to review TVC element such as endorser “JKT48”and tagline “Youth Sweat Beautiful” in this Pocari Sweat TVC beach houseversion, because there is a possibility distract the essence of the message in the ad."

"Penelitian ini bertujuan untuk mengetahui pengaruh media marketing activity terhadap customer loyalty melalui variabel perantara (mediator) yang terdiri dari value equity, brand equity, dan relationship equity. Penelitian ini dilakukan terhadap nasabah produk Pegadaian Tabungan Emas PT Pegadaian (Persero) di wilayah DKI Jakarta dan Jawa Barat yang merupakan follower dan fans akun instagram PT Pegadaian (Persero), dan melakukan transaksi penambahan nominal pada Pegadaian Tabungan Emas dalam kurun waktu satu tahun terakhir. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei yang dilakukan terhadap 160 orang responden. Pengolahan data pada penelitian ini menggunakan analisis statistik deskriptif dan SEM-PLS. Hasil analisis data menunjukkan bahwa social media marketing activities berpengaruh positif terhadap value equity; social media marketing activities berpengaruh positif terhadap brand equity; social media marketing activities berpengaruh positif terhadap relationship equity; social media marketing activities tidak menunjukkan pengaruh secara langsung terhadap customer loyalty; social media marketing activities berpengaruh positif melalui value equity, brand equity, dan relationship equity terhadap customer loyalty; value equity berpengaruh positif terhadap customer loyalty; brand equity berpengaruh positif terhadap customer loyalty; dan relationship equity berpengaruh positif terhadap customer loyalty. Hasil penelitian menunjukkan bahwa suatu perusahaan dapat mengembangkan customer loyalty dengan memanfaatkan social media marketing, namun harus melalui upaya memberikan nilai produk itu sendiri, merek, dan hubungan yang baik dengan pelanggannya. Social media marketing activities yang baik membuat pelanggan dapat menilai produk, merek, dan hubungan lebih baik dibandingkan jika perusahaan tidak memiliki interaksi dengan pelanggannya melalui social media.

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This study aims to determine whether social media marketing activities have an influence on customer loyalty through the intermediary variables (mediator) consisting of value equity, brand equity and relationship equity. This research was conducted customers of Pegadaian Tabungan Emas on PT Pegadaian (Persero) in DKI Jakarta and West Java area, who are followers and fans of PT Pegadaian (Persero) instagram accounts @sahabatpegadaian, and made nominal addition transactions in Pegadaian Tabungan Emas within the last one year. This research uses a quantitative approach with a survey method which was conducted towards 160 respondents. Data processing in this study uses a descriptive statistical analysis and SEM-PLS. The results of data analysis show that social media marketing activities has a positive effect on value equity; social media marketing activities has a positive effect on brand equity; social media marketing activities has a positive effect on relationship equity; social media marketing activities do not show a direct influence on customer loyalty; social media marketing activities have a positive effect through value equity, brand equity, and relationship equity to customer loyalty; value equity has a positive effect on customer loyalty; and brand equity has a positive effect on customer loyalty, and relationship equity has a positive effect on customer loyalty. The findings reveal that a particular company may enhance customer loyalty by employing social media marketing, as if the company accomplishes equity on product, brand, and relationship well. Social media marketing activities delivers better customer’s perceptions and knowledge resulted the interactions with customers through social media marketing activities"

"Tulisan ini ditujukan untuk menganalisis strategi pemasaran sosial media melalui customer engagement yang dilakukan di Instagram oleh Gojek pada konten yang diunggahnya selama 3 bulan periode kampanye logo baru Solv Gojek. Metode analisis konten kuantitatif digunakan untuk mengetahui gambaran karakteristik isi dan jenis konten yang diunggah di Instagram dengan menggunakan tujuh sub-dimensi customer engagement (Laurence Dessart, 2015) dan tujuh cara yang digunakan Gojek untuk mendapatkan engagement (Rohrs, 2014; Wood, 2015).Hasil tulisan ini menemukan bahwa jenis konten entertainment paling banyak mendapat engagement baik dalam jumlah likes dan komentar dari pengikut Gojek dan Gojek melakukan pendekatan humanism dan storytelling pada beberapa kontennya.

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This paper is intended to analyze social media marketing strategies through customer engagement conducted on Instagram by Gojek on the content uploaded during the 3 month period of the new logo campaign Solv Gojek. Quantitative content analysis methods are used to describe the characteristics of content and type of content uploaded on Instagram by using seven customer engagement sub-dimensions (Laurence Dessart, 2015) and seven ways by Gojek to get engagement (Rohrs, 2014; Wood, 2015).

The results of this paper find that the type of entertainment content gets the most engagement both in the number of likes and comments from Gojek and Gojek uses a humanism approach and story telling in some of its content."

"Melalui hadirnya dunia digital, praktisi humas tidak dapat lagi hanya menggunakan pendekatan tradisional, tetapi perlu mengintegrasikannya dengan media sosial. Hal ini disadari oleh produsen makanan ringan di Indonesia, mereka mulai melirik fungsi inovatif media sosial untuk membangun hubungan dengan pelanggannya. Penelitian ini ditujukan untuk mendeskripsi dan menjelaskan perbedaan aktivitas customer engagement yang dilakukan oleh dua brand yang berasal dari badan usaha yang berbeda ukurannya, Maicih dan Chitato, dalam dua jenis media sosial yang berbeda yaitu Facebook dan Twitter. Penelitian dengan metode content analysis ini menunjukkan bahwa customer engagement tidak ditentukan oleh ukuran usaha brand, namun oleh kuantitas dan kualitas isi media sosial yang disajikan.

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After digital world rose, public relations could not only use traditional approach, but also combine it with social media. Producers of snack in Indonesia realize it and start to use social media for building relationship with their customers. This research was conducted to describe and explain the difference of customer engagement activities by two different brands with different company size, Maicih and Chitato, in two outlets of social media, Facebook and Twitter. With content analysis methods, this research showed that customer engagement is not define by the company size, but by contents’quantity and quality."

"Penelitian ini bermula dari fenomena maraknya komunitas merek yang melakukan publikasi di media sosial untuk menunjukan ekssistensi mereka. Dalam penelitian ini peneliti menguji pengaruh komunitas merek pada media sosial terhadap customer relationship (dengan mengambil komunitas Honda Civic Indonesia sebagai objek penelitian). Data survei menggunakan 120 anggota komunitas Honda Civic Indonesia, peneliti melakukan penelitian dengan Structural Equation Modeling (SEM). Metode Structural Equation Modeling (SEM) digunakan untuk menguji pengaruh positif komunitas merek terhadap customer relationship, dan variabel pendukung yang mempengaruhi proses tersebut.

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The research begin when the brand community growth rapidly on social media to show their existension. This research objectives are to show the brand community effect on social media against customer relationship (study case Honda Civic Indonesia Community). The data survey respondets are 120 member of Honda Civic Indonesia Community, the researcher do the research with Structural Equation Modeling (SEM). The methods Structural Equation Modeling (SEM) used for test the positive effect brand community against customer relationship, and supporting variables that effects the process."

"Keadaan pandemi Covid-19 menyebabkan setiap orang menghabiskan lebih banyak waktu untuk melakukan kegiatan perawatan diri dan perawatan kulit. Dengan keadaan tersebut, berbagai brand perawatan kulit pun melakukan berbagai strategi dalam memasarkan produknya dengan memanfaatkan media sosial (social media marketing) untuk mengembangkan hubungan yang erat dengan konsumen (customer-brand relationship). Skin Game merupakan salah satu brand perawatan kulit yang melakukan strategi social media marketing dalam membangun dan menjaga customer-brand relationship pada platform media sosial Instagram. Tujuan penelitian ini adalah untuk mengetahui bagaimana penerapan strategi social media marketing yang dilakukan oleh Skin Game dan potensi strategi yang diterapkan dalam membangun dan menjaga customer-brand relationship. Berdasarkan hasil analisis konten Instagram Skin Game, ditemukan bahwa upaya Skin Game dalam membangun dan menjaga customer-brand relationship dilakukan melalui penyebaran konten interaktif yang kerap menjadi perhatian bagi konsumen. Adapun penerapan strategi social media marketing pada Instagram Skin Game tersebut memiliki potensi dalam membangun dan menjaga hubungan dikarenakan penerapannya mencakup empat elemen utama customer-brand relationship serta melibatkan unsur interaktivitas yang mana menjadi unsur penting dalam membangun dan menjaga customer-brand relationship.

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The Covid-19 pandemic situation has caused everyone to spend more time doing personal care and skincare activities. Under these circumstances, various skincare brands have implemented various strategies in marketing their products by utilizing social media (social media marketing) to develop close relationships with consumers (customer-brand relationship). Skin Game is a skincare brand that implements a social media marketing strategy in building and maintaining customer-brand relationships on the Instagram social media platform. The purpose of this study is to find out how the application of social media marketing strategies carried out by Skin Game and the potential strategies applied in building and maintaining customer-brand relationships. Based on the results of the Instagram Skin Game content analysis, it was found that Skin Game's efforts in building and maintaining customer-brand relationships were carried out through the dissemination of interactive content that often became a concern for consumers. The implementation of the social media marketing strategy on the Instagram Skin Game has the potential to build and maintain relationships because its implementation includes four main elements of customer-brand relationships and involves elements of interactivity which are important elements in building and maintaining customer-brand relationships."