THE INFLUENCE OF RELATIONSHIP QUALITY TOWARDS CUSTOMER’S LOYALTY (A CASE STUDY OF XYZ SPORTS CENTER)

Abstract

The importance of having customers has changed into an importance of having repeated customers. In hospitality and service industry, customers are very important. Unlike products that someone can buy in a huge amount, hospitality and service industry relies on the number of people who use the service and in order to get as much profit as possible, repeated or loyal customers are needed. When customers are committed and use a certain service repeatedly, the company will gain more profit. The researcher decided to discuss the influence of relationship quality towards customer‘s loyalty in one example of hospitality industry company, sports center or sports facilities provider. The research population is the members of XYZ Sports Center. This research used quantitative method of analysis. The research method used in this research is multiple regression models. The total sample is 67, 63% of the respondents were male and the rest were female. The independent variables of relationship quality are trust, satisfaction, perception, communication and social bond. The result of the research is that there is a 29.8% influence of relationship quality towards customer‘s loyalty of XYZ Sports Center. The independent variable with the most significant influence towards customer‘s loyalty is satisfaction. The more satisfied the customers, the more loyal they can be. The conclusion of the research is that relationship quality simultaneously has influence towards customer‘s loyalty. But partially, only three independent variables of relationship quality were significant towards customer‘s loyalty, which are satisfaction, perception and communication.