TY  - GEN
CY  -  UNIVERSITY OF LAMPUNG
ID  - eprints24150
UR  - http://digilib.unila.ac.id/24150/
A1  -  KEMAS RAHMAT ZEN VANI , 1211011081
Y1  - 2016/09/28/
N2  - Relationship marketing has become one of the important strategy for a
company to retain consumer and build good and long lasting relationship with
consumers. Relationship marketing formed by the existence of several
dimensions, such as trust, commitment, equity and empathy and is one of
marketing strategies utilized to compete in global business. Therefore, the
objective of this research is to analyze whether the dimensions of trust,
commitment, equity and empathy has effect on consumer retention. By
applying descriptive research design, PT. Astra International Tbk. Toyota
(Auto 2000) Lampung as object research, multiple regression analysis, and
the result showed that the relationship marketing dimension (trust,
commitment, equity and empathy) affect consumer retention. The research
suggestion for management of PT. Astra International Tbk. Toyota (Auto
2000) Lampung is to improve commitment variable in terms of quality of
service regarding to body repair services and spare part service, in order to
keep consumer satisfaction and retention.
Keywords: relationship marketing, trust, commitment, equity, empathy, customer
retention
PB  - FACULTY OF ECONOMICS AND BUSINESS
TI  - THE EFFECT OF RELATIONSHIP MARKETING DIMENSION ON
CUSTOMER RETENTION AT PT ASTRA INTERNATIONAL TBK.
TOYOTA (AUTO 2000) LAMPUNG
AV  - restricted
ER  -