IDEAS home Printed from https://ideas.repec.org/a/srs/jemt00/v8y2017i8p1567-1578.html
   My bibliography  Save this article

Marketing Communication Mix and Innovation on Customer Retention and Sustainable Competitive Advantages in Culinary Tourism Business Environment in the City of Medan

Author

Listed:
  • Sunday SITORUS

    (Department of Management STIE ITMI Medan Indonesia)

Abstract

This study aimed at analysing marketing communication mix and innovation towards customer retention and sustainable competitive advantage in the culinary business in the city of Medan The type of research in this study is descriptive quantitative and the nature of the research is explanatory This study used a random sampling method to collect data of 126 respondents In analysing the data the method of SEM analysis was used to determine the effect of marketing communication mix and innovation on customer retention and sustainable competitive advantage in the culinary business in the city of Medan As a result it was revealed that 1 marketing communication mix has negative but significant effect on the culinary business customer retention in the city of Medan 2 innovation has positive and significant effect on culinary business customer retention in the city of Medan 3 marketing communication mix has positive but not significant effect on the sustainable competitive advantage in the culinary business in the city of Medan 4 innovation has a positive and significant effect on the culinary business sustainable competitive advantage in the city of Medan 5 customer retention has a positive and significant effect on culinary business customer retention in Medan In this study the results of SEM analysis discovered that marketing communication mix does not significantly affect sustainable competitive advantages but rather continuous innovation that can improve sustainable competitive advantage Therefore it is suggested that in order to continue to exist business owners of culinary business should create innovative products on foods drinks and a few technical dimensions that help achieve sustainable competitive advantage

Suggested Citation

  • Sunday SITORUS, 2017. "Marketing Communication Mix and Innovation on Customer Retention and Sustainable Competitive Advantages in Culinary Tourism Business Environment in the City of Medan," Journal of Advanced Research in Management, ASERS Publishing, vol. 8(8), pages 1567-1578.
    • Handle: RePEc:srs:jemt00:v:8:y:2017:i:8:p:1567-1578
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:srs:jemt00:v:8:y:2017:i:8:p:1567-1578. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Claudiu Popirlan (email available below). General contact details of provider: http://journals.aserspublishing.eu/jemt .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.