Relationship Marketing: Satisfaction and Loyalty on Expedition Customers in Indonesia

Abstract

This research aims to analyze the effect of relationship marketing on customers’ satisfaction and their loyalty as their satisfaction. Literature on relationship marketing in developing country has a unique characteristic. Sampling in this research used a purposive sampling with all customers. Data were analyzed through path analysis. The results showed that relationship marketing is a sustainable process that requires a company to communicate with customers. Relationship marketing is more than creating short-term transaction to build and to improve the long-term relation with the customers. It is recommended that future research explore the customers’ characteristics and marketing strategies of expedition company.