The Effects of Relationship Marketing On Customer Loyalty Through Customer Retention In Layer Feed Customers in South Sulawesi, Indonesia

Abstract

Article HistoryFeed companies need a strategy to retain their customers, gain loyalty, and maintain profits.One of the strategies that the company can implement is to pay attention to relationship marketing.The implementation of relationship marketing can help companies attract and retain customers, which then has the potential to generate customer loyalty.This study aims to analyze the effect of relationship marketing on customer loyalty through customer retention among layer-feed customers in South Sulawesi.The samples for this study were 150 respondents of layer feed customers, and the analytical tool used was partial least squares structural equation modeling (PLS-SEM).The developed model comprises 21 variables categorized into three constructs: relationship marketing, customer loyalty, and customer retention.The findings underscore the significance of relationship marketing, as it has an effect on customer retention and necessitates consistent attention from the company.The interplay between relationship marketing and customer retention fosters commitment, trust, communication, and reciprocal relationships between companies and customers.The establishment of trust emerges as a pivotal factor leading to customer retention, playing a crucial role in sustaining enduring relationships between companies and customers.Consequently, this engenders customer loyalty, as customers experience a sense of reassurance regarding the quality of services provided by the company.If feed companies implement relationship marketing strategies well, they can attract and retain customers, which in turn can increase customer loyalty and maintain company profits.

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