{"title":"顾客感恩在营销投入对行为忠诚关系中的中介作用","authors":"Mohammad Sofwan Effendi, D. A. P. Sari","doi":"10.21009/jdmb.03.1.6","DOIUrl":null,"url":null,"abstract":"This research aims to examine the effect of marketing investments conducted by binder manufacturers such as direct mail, tangible rewards, interpersonal communication, and preferential treatment towards behavioral and customer gratitude as mediator variables. This research is a quantitative study with 95 respondents from binder manufacturers. The sampling technique used is the convenience sampling technique. The data that has been obtained is processed using the IBM SPSS Statistics 20 for Windows program. Based on this research, marketing investments such as direct mail, tangible reward, and preferential treatment have a significant relationship with the variable customer gratitude. Besides, interpersonal communication activities do not have a substantial effect on customer gratitude. Preferential treatment by binder producers has the most significant positive impact on customer gratitude than other marketing investment variables. Finally, it is also known those customer gratitude customers due to the effect of marketing investment activities by binder manufacturer influence customer behavioral loyalty.","PeriodicalId":273907,"journal":{"name":"JURNAL DINAMIKA MANAJEMEN DAN BISNIS","volume":"116 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2021-05-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"THE EFFECT OF CUSTOMER GRATITUDE AS MEDIATION IN THE RELATIONSHIP OF MARKETING INVESTMENTS ON BEHAVIORAL LOYALTY\",\"authors\":\"Mohammad Sofwan Effendi, D. A. P. Sari\",\"doi\":\"10.21009/jdmb.03.1.6\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This research aims to examine the effect of marketing investments conducted by binder manufacturers such as direct mail, tangible rewards, interpersonal communication, and preferential treatment towards behavioral and customer gratitude as mediator variables. This research is a quantitative study with 95 respondents from binder manufacturers. The sampling technique used is the convenience sampling technique. The data that has been obtained is processed using the IBM SPSS Statistics 20 for Windows program. Based on this research, marketing investments such as direct mail, tangible reward, and preferential treatment have a significant relationship with the variable customer gratitude. Besides, interpersonal communication activities do not have a substantial effect on customer gratitude. Preferential treatment by binder producers has the most significant positive impact on customer gratitude than other marketing investment variables. Finally, it is also known those customer gratitude customers due to the effect of marketing investment activities by binder manufacturer influence customer behavioral loyalty.\",\"PeriodicalId\":273907,\"journal\":{\"name\":\"JURNAL DINAMIKA MANAJEMEN DAN BISNIS\",\"volume\":\"116 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2021-05-20\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"JURNAL DINAMIKA MANAJEMEN DAN BISNIS\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.21009/jdmb.03.1.6\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"JURNAL DINAMIKA MANAJEMEN DAN BISNIS","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.21009/jdmb.03.1.6","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
摘要
本研究旨在探讨活页夹制造商行销投资(直邮、有形奖励、人际沟通、优惠待遇)对行为与顾客感激的中介效应。本研究是对来自粘合剂制造商的95名受访者进行的定量研究。所采用的抽样技术为方便抽样技术。已获得的数据使用IBM SPSS Statistics 20 for Windows程序进行处理。基于本研究,直销邮件、有形奖励、优惠待遇等营销投资与可变的顾客感激程度有显著的关系。此外,人际交往活动对顾客感恩没有实质性的影响。与其他营销投资变量相比,粘合剂生产商的优惠待遇对客户感激的正向影响最为显著。最后,我们还知道客户感恩客户由于粘合剂制造商营销投资活动的影响而影响客户的行为忠诚。
THE EFFECT OF CUSTOMER GRATITUDE AS MEDIATION IN THE RELATIONSHIP OF MARKETING INVESTMENTS ON BEHAVIORAL LOYALTY
This research aims to examine the effect of marketing investments conducted by binder manufacturers such as direct mail, tangible rewards, interpersonal communication, and preferential treatment towards behavioral and customer gratitude as mediator variables. This research is a quantitative study with 95 respondents from binder manufacturers. The sampling technique used is the convenience sampling technique. The data that has been obtained is processed using the IBM SPSS Statistics 20 for Windows program. Based on this research, marketing investments such as direct mail, tangible reward, and preferential treatment have a significant relationship with the variable customer gratitude. Besides, interpersonal communication activities do not have a substantial effect on customer gratitude. Preferential treatment by binder producers has the most significant positive impact on customer gratitude than other marketing investment variables. Finally, it is also known those customer gratitude customers due to the effect of marketing investment activities by binder manufacturer influence customer behavioral loyalty.