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Abstract
The purpose of this study was to examine the effect of marketing strategies and salesman behaviour on customer retention. Seventy-five respondents were involved in this study. The analytical method used to test hypotheses is partial least square. We find that marketing strategies and salesman behavior influence customer retention. Price and promotion are essential aspects of the marketing mix. Ethical behavior and establishing closeness with customers is a dominant aspect of salesman behavior. The novelty in this study is that this research was conducted in the Hajj and Umrah travel industries and emphasized on salesman behavior.
Abstrak
Tujuan penelitian adalah menguji pengaruh strategi pemasaran dan perilaku salesman terhadap customer retention. Sebanyak 75 responden yang terlibat dalam penelitian ini. Metode analisis yang digunakan untuk menguji hipotesis adalah partial least square. Kami temukan bahwa strategi pemasaran dan perilaku salesman berpengaruh pada customer retention. Harga dan promosi merupakan aspek bauran pemasaran yang penting. Perilaku yang baik dan menjalin kedekatan dengan pelanggan merupakan aspek dominan dari salesman behavior. Kebaruan dalam penelitian ini adalah meneliti industri travel haji dan umroh serta menekankan pada perilaku salesman.
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Copyright (c) 2023 Hanif Mauludin, Tundung Subali Patma, Kukuh Mulyadi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
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- Marshall GW, Moncrief WC, Rudd JM. Revolution in Sales: The Impact of Social Media and Related Technology on the Selling Environment n.d.;44:1–40.
- Storbacka K, Ryals L, Davies IA, Nenonen S . The changing role of sales: Viewing sales as a strategic, cross-functional process. Eur J Mark 2009;43:890–906. https://doi.org/10.1108/0309056 0910961443.
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References
Aaker DA. Brand Equity & Advertising. 2009.
Jandaghi G, Amiri AN, Amini A, Darani M. Assessment and Ranking the Effects of Marketing Mix on Flower and
Plant Sale Volume. Int J Acad Res Bus Soc Sci 2011;1:207–19.
Ismail MBM, Safrana MJ. Impact Of Marketing Strategy On Customer Retention. 5th Int. Symp., 2015, p. 16–25.
Pettijohn C, Pettijohn L, Taylor AJ. Salesperson perceptions of ethical behaviors: Their influence on job satisfaction and turnover intentions. J Bus Ethics 2008;78:547–57. https://doi.org/10.1007/s10551-007-9367-7.
Bush V, Bush AJ, Oakley J, Cicala JE, Oakley J. The Sales Profession as a Subculture : Implications for Ethical Decision Making. J Bus Ethics 2017;142:549–65. https://doi.org/10.1007/s10551-015-2753-7.
Marshall GW, Moncrief WC, Rudd JM. Revolution in Sales: The Impact of Social Media and Related Technology on the Selling Environment n.d.;44:1–40.
Storbacka K, Ryals L, Davies IA, Nenonen S . The changing role of sales: Viewing sales as a strategic, cross-functional process. Eur J Mark 2009;43:890–906. https://doi.org/10.1108/0309056 0910961443.
Dixon AL, Tanner JJF. Transforming Selling : Why it is Time to Think Differently about Sales Research Transforming.J Pers Sell Sales Manag2012;XXXII:9–13. https://doi.org/10.2753/PSS0885 -3134320102.
Grunert KG, Verbeke W, Kügler JO, Saeed F, Scholderer J. Use of consumer insight in the new product development process in the meat sector. Meat Sci 2011;89:251–8. https://doi.org/10.1016/j.meatsci .2011.04.024.