Effect of relationship quality on loyalty: the moderating role of personality traits among young fashion retail customer in Indonesia

Assad Diari Harumy(1), Rokhima Rostiani(2*),

(1) 
(2) Universitas Gadjah Mada
(*) Corresponding Author

Abstract


This research aims to analyze the effect of relationship quality on a fashion retail store customer's loyalty in Indonesia. We further investigate the moderating role of personality traits (innovativeness, variety seeking, and relationship proneness) on the relationship between relationship quality and loyalty. An online survey utilizing a questionnaire was conducted, purposively sampled to potential respondents resulting in 1.341 valid responses. All valid data were analyzed with structural equation modelling, including the moderating effect. The findings showed that relationship quality positively affects loyalty while only the innovativeness trait moderates the relationship between relationship quality and loyalty. This research suggests that fashion retail stores should increase the relationship quality with their customer by developing customer service with an excellent standard service procedure, conducting email and social media marketing, and creating a loyalty program that emphasizes the functional benefit. Further, innovation in terms of product is also vital to maintain the fashion retail store's loyalty.

Keywords


relationship quality; behavioral loyalty; innovativeness; variety-seeking; relationship proneness

Full Text:

PDF

References


Adjei, Mavis T., and Melissa N. Clark. 2010. Relationship Marketing in A B2c Context: The Moderating Role of Personality Traits. Journal of Retailing and Consumer Services, 17 (1), 73-39.

Altman, Irwin, and Dalmus Taylor. 1973. Social Penetration: The Development of Interpersonal Relationships. New York: Holt, Rinehart, and Winston.

Berry, Leonard L. 1995. Relationship Marketing of Services – Growing Interest, Emerging Perspectives. Journal of the Academy of Marketing Science, 23 (4), 236–245.

Bolton, Ruth N., Lemon, Katherine N., and Verhoef, Peter C., 2004. The Theoretical Underpinnings of Customer Asset Management. Journal of the Academy of Marketing Science, 32 (3), 271–292.

BPS. 2018. Pertumbuhan Ekonomi Indonesia Tahun 2018 Lebih Tinggi dari Tahun 2017. Retrieved from Badan Pusat Statistik: https://www.bps.go.id/pressrelease/2019/02/06/1619/ekonomi-indonesia-2018-tumbuh-5-17-persen.html

BPS. Pertumbuhan Ekonomi Indonesia Tahun 2018 Lebih Tinggi dari Tahun 2017. 2018. https://www.bps.go.id/pressrelease/2019/02/06/1619/ekonomi-indonesia-2018-tumbuh-5-17-persen.html.

Christy, Richard, Gordon Oliver, and Joe, Penn. 1996. Relationship Marketing In Consumer Markets. Journal of Marketing Management, 12 (1–3), 175–187.

Crosby, Lawrence A., Kenneth R. Evans, and Deborah Cowles. 1990. Relationship Quality in Services Selling: An Interpersonal Influence Perspective. Journal of Marketing, 54 (3), 68–81.

De Wulf, Kristof, Gaby Odekerken-Schroder, Dawn Iacobucci. 2001. Investments in Consumer Relationships: Cross Country and Cross Industry Exploration. Journal of Marketing, 65 (October), 33–50.

Evans, J.R., and R. L. Laskin. 1994. The Relationship Marketing Process: A Conceptualization and Application. Industrial Marketing Management, 23, 439-452.

Gummesson, E. 1996. Relationship Marketing and Imaginary Organizations: A Synthesis. European Journal of Marketing, 30 (2), 31-44.

Gwinner, K., D. Gremler, M. J., and Bitner. 1998. Relational Benefits in Services Industries: The Customer’s Perspective. Journal of Academy of Marketing Science, 31 (2), 109–126.

Hamer, Dean H., and Peter Copeland. 1998. Living With Our Genes. Doubleday.

Hennig-Thurau, T., and Alexander Klee. 1997. The Impact of Customer Satisfaction and Relationship Quality on Customer Retention: A Critical Reassessment and Model Development. Psychology and Marketing, 14 (8), 737-764.

Hennig-Thurau, Thorsten, Kevin P. Gwinner, and Dwayne D. Gremler. 2002. Understanding Relationship Marketing Outcomes. Journal of Service Research, 4 (3), 230–247.

Hirschman, E., 1980. Innovativeness, Novelty, Seeking, and Consumer Creativity. Journal of Consumer Research, 7 (3), 238–295.

Hirschman, E.C., and Stern, B.B., 2001. Do consumers’ genes influence their behavior? Findings on novelty seeking and compulsive consumption. ACR North American Advances.

Holmlund, M. 2001. The D&D Model: Dimensions and Domains Of Relationship Quality Perceptions. The Service Industries Journal, 1 (3), 13-36.

Jarvelin, A., and U. Lehtinen. 1996. Strategic Integration in Industrial Distribution Channels: Managing the Interfirm Relationship as A Strategic Asset. Journal of the Academy of Marketing Science, 27 (1), 4-18.

Kahn, B.E. 1995. Consumer Variety-Seeking Among Goods and Services. Journal of Retailing and Consumer Services, 2 (3), 139-148.

Kemenperin. 2018. Perluas Pasar Industri Fesyen Dalam Negeri Lewat Indonesia Fashion Week 2018. Retrieved from Kementerian Perindustrian Republik Indonesia: http://www.Kemenperin.go.id/artikel/19010/Perluas-Pasar-Industri-Fesyen-Dalam-Negeri-Lewat-Indonesia-Fashion-Week-2018

Kemenperin. Perluas Pasar Industri Fesyen Dalam Negeri Lewat Indonesia Fashion Week 2018. 2018. https://kemenperin.go.id/artikel/19010/Perluas-Pasar-Industri-Fesyen-Dalam-Negeri-Lewat-Indonesia-Fashion-Week-2018.

de Kerviler, G., and Rodriguez, C.M., 2019. Luxury Brand Experiences and Relationship Quality for Millennials: The Role of Self-Expansion. Journal of Business Research, 102, 250-262.

Kumar, V, and Denish Shah. 2004. Building and Sustaining Profitable Customer Loyalty for The 21st Century. Journal of Retailing, 80 (4), 317–330.

Liao, H., and A. Chuang. 2007. Transforming Service Employees and Climate: A Multilevel, Multisource Examination of Transformational Leadership in Building Long-Term Service Relationships. Journal of Applied Psychology, 92(4), 1006.

Mega, A. 2017. Perkembangan Trend Fashion di Indonesia. Retrieved from Kompasiana: https://www.kompasiana.com/annisamega/ perkembangan-trend-fashion-di-indonesia_588321f3cc92731105931d89 (January 21)

Menon, S., and B. E. Kahn. 1995. The Impact of Context on Variety Seeking in Product Choices. Journal of Consumer Research, 22 (3), 285–295.

Midgley, D.F., and Dowling, G.R., 1978. Innovativeness: The Concept and Its Measurement. Journal of Consumer Research, 4 (4), 229-242.

Odekerken-Schröder, G., De Wulf, K., and Schumacher, P., 2003. Strengthening Outcomes of Retailer–Consumer Relationships: The Dual Impact of Relationship Marketing Tactics and Consumer Personality. Journal of Business Research, 56 (3), 177-190.

Olsen, Janeen E., Tom Atkin, Liz Thach, and Steve S. Cuellar. 2015. Variety Seeking by Wine Consumers in The Southern States of The US. International Journal of Wine Business Research, 260-280.

Palmatier, Robert W., Rajiv P. Dant, Dhruv Grewal, and Kenneth R. Evans. 2006. Factors Influencing The Effectiveness of Relationship Marketing: A Meta-Analysis. Journal of Marketing, 70 (4), 136–153.

Raju, P.S. 1980. Optimum Stimulation Level: Its Relationship to Personality, Demographics, and Exploratory Behavior. Journal of Consumer Research, 7 (3), 272–282.

Reimer, Lars. 2018. 5 Ways to Increase Customer Loyalty in The Competitive Fashion Industry. Retrieved from Minodes: https://www.minodes.com/blog/5-ways-to-increase-customer-loyalty-in-the-competitive-fashion-industry/

Reynolds, K.E., and S. E. Beatty. 1999. Customer Benefits and Company Consequences of Customer-Salesperson Relationships in Retailing. Journal of Retailing, 75 (1), 11-31.

Schiffman, Leon G, and Leslie Lazar Kanuk. 2004. Consumer Behavior. Pearson Educational International, New York.

Sharp, Byron., and Anne Sharp. 1997. Loyalty Programs snd Their Impact on Repeat- Purchase Loyalty Patterns. International Journal of Research in Marketing, 14 (5), 473–486.

Sheth, Jagdish N. 1996. Relationship Marketing: Frameworks and Concepts. International Conference on Relationship Marketing: Development, Management, and Governance of Relationships 1996, March 29–31, Berlin, Germany.

Statista. 2019. Indonesia’s Fashion Market Revenue. Retrieved from Statista: https://www.statista.com/outlook/244/120/fashion/indonesia#market-revenue

Statista. Indonesia’s Fashion Market Revenue. 2019. https://www.statista.com/outlook/244/120/fashion/indonesia#market-revenue.

Trivedi, M. 1999. Using Variety-Seeking-Based Segmentation to Study Promotional Response. Journal of the Academy of Marketing Science, 27 (1), 37-49.

Tumangger, Evita Lorenza. 2019. Interview by Tengku Assad Diari Harumy.

Verhoef, Peter C., Philip H. Franses, and Janny Hoekstra. 2002. The Effect of Relational Constructs on Customer Referrals and Number of Services Purchased from A Multiservice Provider: Does Age of Relationship Matter? Journal of the Academy of Marketing Science, 30 (3), 202–216.

Widyosiswoyo, Hariwijaya Soewandi. 1991. Ilmu Alamiah Dasar. Jakarta: Ghalia Indonesia, 211–213. ISBN 979-421-128-7




DOI: https://doi.org/10.24123/jmb.v20i1.505

Article Metrics

Abstract view : 536 times
PDF - 167 times

Refbacks

  • There are currently no refbacks.


Bookmark and Share


Copyright (c) 2021 Assad Diari Harumy, Rokhima Rostiani

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License. ISSN: 1412-3789. e-ISSN: 2477-1783.

Google ScholarGoogle ScholarGARUDA - Garba Rujukan Digital
DOAJ
ROADROADEBSCO
mabis statistics