The impact of corporate image and relationship marketing on customer loyalty in mediated customer satisfaction at SMEs

Vina Ulfatus Sa'adah, Mugiono and Christin Susilowati
Additional contact information
Vina Ulfatus Sa'adah: Univesity of Brawijaya
Mugiono: Univesity of Brawijaya
Christin Susilowati: Univesity of Brawijaya

International Journal of Research in Business and Social Science (2147-4478), 2023, vol. 12, issue 7, 126-135

Abstract: The primary objective of this study is to investigate the impact of corporate image, relationship marketing, and customer satisfaction on customer loyalty. The present study employs a quantitative methodology to provide an explanatory analysis. The study sample comprised customers residing in the city of Malang who patronize the small and medium enterprises (SMEs) known as Rampis Bang Raden. The research utilized the purposive sampling method. The study's sample size consisted of 170 participants. The data gathering methods employed in this study encompassed surveys, documentation, and the utilization of Likert scales to assess the instrument. The data underwent analysis through the utilization of the structural equation model partial least squares (SEM-PLS) modeling technique. The results of this study suggest that there is a considerable relationship between corporate image and relationship marketing, and their impact on consumer loyalty. Furthermore, the influence of corporate image and relationship marketing on customer satisfaction is also substantial. Enhancing customer happiness can lead to an increase in customer loyalty. The mediating role of customer happiness can be observed in the association between corporate image, relationship marketing, and customer loyalty. The results of this study indicate that small and medium-sized enterprises (SMEs), such as Rampis Bang Raden, are able to uphold both product distinctiveness and quality, while simultaneously enhancing amicable buyer interactions in order to sustain consumer loyalty. Key Words:orporate Image, Relationship Marketing, Customer satisfaction, Customer loyalty.

Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
https://ssbfnet.com/ojs/index.php/ijrbs/article/view/2878/1986 (application/pdf)
https://doi.org/10.20525/ijrbs.v12i7.2878 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:rbs:ijbrss:v:12:y:2023:i:7:p:126-135

Access Statistics for this article

International Journal of Research in Business and Social Science (2147-4478) is currently edited by Prof.Dr.Umit Hacioglu

More articles in International Journal of Research in Business and Social Science (2147-4478) from Center for the Strategic Studies in Business and Finance Editorial Office,Baris Mah. Enver Adakan Cd. No: 5/8, Beylikduzu, Istanbul, Turkey. Contact information at EDIRC.
Bibliographic data for series maintained by Umit Hacioglu ().