Measuring The Customer Loyalty Through Relational Benefit On A Silver Jewelry Store Jurry Hatammimi, Adiesty Nur Aini Fatin
Telkom University
Abstract
There is a lack of consumer loyalty to the silver jewelry sellers. One of the strategies to increase loyalty is to do relationship marketing which has an impact on relational benefits. Therefore, this study aims to measure the effect of relational benefits on customer loyalty at a silver jewelry store. Data collection in this study was carried out by distributing questionnaires to 300 respondents. Respondents involved in this study were customers from the silver jewelry store A who had transacted at the store. The data analysis technique used is simple linear regression. As one of the few studies discussing jewelry retail, the result of this study shows that relational benefits have a significant and positive impact on customer loyalty of 40.4 percent. The company is also advised to increase the special treatment benefit to get a very good perception with a higher value for the relational benefit variable.
