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.
