[ABSTRAK
Relationship marketing pada industri jasa konstruksi memiliki perbedaan darimainstream yang selama ini berlaku di dunia pemasaran pada umumnya. Di dalamdunia konstruksi, dikenal dengan menggunakan sistem tender sebelum terjadinyakerjasama proyek antara perusahaan kontraktor dan pelanggannya sehingga hal inimenjadi menarik untuk melihat bagaimana posisi relationship marketing di dalamindustri jasa konstruksi yang menggunakan sistem tender dalam mengukur loyalitaspelanggan.Di dalam hipotesis awal diduga variabel kepercayaan, biaya, dan komitmenmempunyai peranan penting didalam memberikan kepuasan pelanggan yang padaakhirnya berimplikasi pada loyalitas pelanggan. Hasil penelitian membuktikanhanya variabel trust yang cukup signifikan dalam membentuk komitmen danloyalitas pelanggan, sedangkan faktor transactioncost tidak cukup signifikan dalammembentuk loyalitas dari pelanggan.Dari hasil yang diperoleh maka penelitian ini memberikan suatu pemahamanbaru didalam dunia jasa konstruksi bahwa meskipun faktor transaction cost selamaini dinilai memiliki peranan yang sangat penting dalam menciptakan loyalitaspelanggan namun ternyata hasilnya menyatakan sebaliknya, bahwa faktortransaction cost dinilai tidak cukup signifikan dalam membentuk loyalitaspelanggan. Dalam penelitian ini menemukan bahwa trust lah yang memiliki perancukup signifikan dalam menciptakan loyalitas pelanggan.
ABSTRACT
Relationship marketing in the construction services industry differs frommainstream applications common to the marketing world in general. In theconstruction industry, known with its use of the tender system prior to thecooperative project between corporate contractor and their customers, makes itinteresting to see how relationship marketing in the construction service industrydeals with the tender system in terms of measuring customer loyalty.In the initial hypothesis, it was expected that trust, cost and commitmentvariables would play a major role in producing customer satisfaction. The resultsof the research proved that trust variables significantly influenced customercommitment and loyalty, while transaction cost does not influence customer loyaltyin significant terms.The findings of the research provides alternative understanding relevant tothe construction service industry that although transaction cost is consideredinfluential in creating customer loyalty, the reverse is true in the constructionindustry and that transaction costs did not significantly produced customer loyalty.The research concludes that trust instead played a significant role in shapingcustomer loyalty.;Relationship marketing in the construction services industry differs frommainstream applications common to the marketing world in general. In theconstruction industry, known with its use of the tender system prior to thecooperative project between corporate contractor and their customers, makes itinteresting to see how relationship marketing in the construction service industrydeals with the tender system in terms of measuring customer loyalty.In the initial hypothesis, it was expected that trust, cost and commitmentvariables would play a major role in producing customer satisfaction. The resultsof the research proved that trust variables significantly influenced customercommitment and loyalty, while transaction cost does not influence customer loyaltyin significant terms.The findings of the research provides alternative understanding relevant tothe construction service industry that although transaction cost is consideredinfluential in creating customer loyalty, the reverse is true in the constructionindustry and that transaction costs did not significantly produced customer loyalty.The research concludes that trust instead played a significant role in shapingcustomer loyalty., Relationship marketing in the construction services industry differs frommainstream applications common to the marketing world in general. In theconstruction industry, known with its use of the tender system prior to thecooperative project between corporate contractor and their customers, makes itinteresting to see how relationship marketing in the construction service industrydeals with the tender system in terms of measuring customer loyalty.In the initial hypothesis, it was expected that trust, cost and commitmentvariables would play a major role in producing customer satisfaction. The resultsof the research proved that trust variables significantly influenced customercommitment and loyalty, while transaction cost does not influence customer loyaltyin significant terms.The findings of the research provides alternative understanding relevant tothe construction service industry that although transaction cost is consideredinfluential in creating customer loyalty, the reverse is true in the constructionindustry and that transaction costs did not significantly produced customer loyalty.The research concludes that trust instead played a significant role in shapingcustomer loyalty.] |
T42948-bahar buasan .pdf :: Unduh