Online Relationship Marketing and Customer Loyalty Based on Signalling Theory

Wenny Pebrianti ()
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Wenny Pebrianti: Universitas Tanjungpura, 78124, Pontianak, Indonesia Author-2-Name: Wenseslaus Tanwira Author-2-Workplace-Name: Universitas Tanjungpura, 78124, Pontianak, Indonesia Author-3-Name: Ahmadi Author-3-Workplace-Name: Universitas Nahdlatul Ulama Kalimantan Barat, 78391, Kubu Raya, Indonesia Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:

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Abstract: Objective - The purpose of this study was to determine the effect of Online Relationship Marketing on customer loyalty which was examined from the perspective of signalling theory in the banking sector. Methodology/Technique - Signalling theory is used to identify the tendency of companies to build relationships with consumers by sending signals to consumers through a variety internet tools and applications to communicate transparency, security, and privacy to influence consumer perceptions, behavior, and interests. Data was analyzed using quantitative methods with the SEM-PLS method involving 384 samples. Findings - The results of this study indicate that Online Relationship Marketing activities, such as engagement and interactivity, have a significant direct effect on customer loyalty and online trust. Novelty - Online trust in this study has a significant effect on customer loyalty and has a partial mediating role.

Keywords: Engagement; Interactivity; Online Trust; Customer Loyalty; Signalling Theory (search for similar items in EconPapers)
JEL-codes: M31 M39 (search for similar items in EconPapers)
Pages: 8
Date: 2021-03-31
New Economics Papers: this item is included in nep-pay and nep-sea
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Published in Journal of Management and Marketing Review, Volume 6, Issue1

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Persistent link: https://EconPapers.repec.org/RePEc:gtr:gatrjs:jmmr271

DOI: 10.35609/jmmr.2021.6.1(9)

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