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Online Relationship Marketing and Customer Loyalty Based on Signalling Theory

Author

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  • Wenny Pebrianti

    (Universitas Tanjungpura, 78124, Pontianak, Indonesia Author-2-Name: Wenseslaus Tanwira Author-2-Workplace-Name: Universitas Tanjungpura, 78124, Pontianak, Indonesia Author-3-Name: Ahmadi Author-3-Workplace-Name: Universitas Nahdlatul Ulama Kalimantan Barat, 78391, Kubu Raya, Indonesia Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

Objective - The purpose of this study was to determine the effect of Online Relationship Marketing on customer loyalty which was examined from the perspective of signalling theory in the banking sector. Methodology/Technique - Signalling theory is used to identify the tendency of companies to build relationships with consumers by sending signals to consumers through a variety internet tools and applications to communicate transparency, security, and privacy to influence consumer perceptions, behavior, and interests. Data was analyzed using quantitative methods with the SEM-PLS method involving 384 samples. Findings - The results of this study indicate that Online Relationship Marketing activities, such as engagement and interactivity, have a significant direct effect on customer loyalty and online trust. Novelty - Online trust in this study has a significant effect on customer loyalty and has a partial mediating role.

Suggested Citation

  • Wenny Pebrianti, 2021. "Online Relationship Marketing and Customer Loyalty Based on Signalling Theory," GATR Journals jmmr271, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr271
    DOI: https://doi.org/10.35609/jmmr.2021.6.1(9)
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    More about this item

    Keywords

    Engagement; Interactivity; Online Trust; Customer Loyalty; Signalling Theory;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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