A QUALITATIVE RESEARCH ON THE APPLICATION OF RELATIONSHIP MARKETING AFFECTS SATISFACTION AND LOYALTY (A CASE COMPANY- PT PRASETIA DWIDHARMA)

Abstract

Purpose – The research’s purpose of this study is to examine the role of relationship marketing of which the dimensions are; trust, commitment, supplier competency and communication towards customer’s satisfaction in order to maintain customer’s loyalty in a company case engaged in telecommunication tower provider in Indonesia called PT Prasetia Dwidharma. Design/methodology/approach – This research uses a qualitative method through face-to-face interview with questions prepared, some follow up questions through WhatsApp messenger, documentation and observation. In the end, ten respondents including five customers and five associates of PT Prasetia Dwidharma were interviewed. Subject of the research are the customers and the associates of PT Prasetia Dwidharma. Triangulation was used for the data or the phenomenon investigated on customer’s satisfaction in order to maintain customer’s loyalty by using the relationship marketing’s dimension. Based entirely on types of triangulation, the researcher uses methodological triangulation in this research, since the researcher uses different types of data sources and methods. Findings – The main problem in tower construction is the supplier competence. This includes several problems including: delivery is not on time and always late. Trust, commitment, communication, customer satisfaction, and continuation/loyalty have never been the issue and problem for the customers. To overcome this problem, the company has done several things such as inventory management and customer survey. Originality/value – Originality of this research is the effect of customer’ satisfaction on loyalty by using the relationship marketing’s dimensions on a company case of PT Prasetia Dwidharma in Indonesia.