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Building Customer Capital Through Relationship Marketing Activities (Case: Tiens International Group)
Elga Febrijayanti (2021) | Skripsi | Manajemen
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This research was conducted to measure the extent to which Customer Equity which consists of Value Equity, Brand Equity, and Relationship Equity in influencing Customer Capital. In addion to these three variables, Halal Marketing is also measuring three variables mediating the relationship between each independent variable and dependent variable. The data are colected from 207 respondents. This study uses quantitative research using a questionnaire tool distributed in Bandung and other West Java areas to business persons / members of the marketing companies network, namely Tiens International Group and the data is analyzed using the PLS smart tool. The research findings reveals that only one from three variables has significant efect on Customer Capital, that is Relationship Equity. On the other hand, all of the three variables mediated by Halal Marketing have a significant effect in moderating the relationship between Value Equity, Brand Equity, Relationship Equity and Customer Capital. The implication of this research suggesting in the company to put special attention to value, brand, and relationship equities. Also in the developing the relationship with customers halal marketing practices has to be considered paramountly. Keyword: Customer Capital, Customer Equity, Value Equity, Brand Equity, Relationship Equity, Halal Marketing, Network Marketing.