Managing the Dimensions of Relationship Marketing in the Food Service Industry (Mengurus Dimensi Pemasaran Perhubungan dalam Industri Perkhidmatan Makanan)

Firdaus Abdullah, Agnes Kanyan

Abstract


ABSTRACT

The present paper proposes a new instrument for measuring relationship marketing that is uniquely designed for the foodservice industry. In particular, the underlying dimensions of relationship marketing as perceived by customers are identified. The proposed 31-item instrument is empirically tested for unidimensionality, reliability and validity using both exploratory and confirmatory factor analyses. A factorial analysis suggests that relationship marketing is a multidimensional construct consisting of four key dimensions: trust, communication, empathy and commitment. A subsequent multiple regression analysis reveals that all of the dimensions are positively correlated with customer loyalty and trust is the most important dimension.

Keywords: Relationship marketing; foodservice industry; communication; trust; empathy; commitment; customer loyalty

ABSTRAK

Kertas ini mencadangkan satu instrumen baru untuk mengukur pemasaran perhubungan yang direka bentuk khas untuk industri perkhidmatan makanan. Secara khususnya, dimensi asas pemasaran perhubungan dari perspektif pelanggan telah dikenal pasti. Instrumen pengukur tersebut mengandungi 31 item dan telah diuji secara empirikal untuk ‘unidimensionality’, kebolehpercayaan dan kesahihan menggunakan kedua-dua analisis faktor ‘penerokaan’ dan ‘pengukuhan’. Hasil dapatan menunjukkan bahawa pemasaran perhubungan merupakan satu konstruk pelbagai dimensi yang mengandungi empat dimensi utama iaitu amanah, komunikasi, kesefahaman dan komitmen. Analisis regresi berganda seterusnya mendedahkan bahawa semua dimensi berhubung kait secara positif dengan kesetiaan pelanggan manakala amanah adalah dimensi yang paling penting.

Kata kunci: Pemasaran hubungan; industri perkhidmatan makanan, komunikasi, amanah; empati; komitmen; kesetiaan pelanggan


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