The impact of corporate image and relationship marketing on customer loyalty in mediated customer satisfaction at SMEs

Abstract

The primary objective of this study is to investigate the impact of corporate image, relationship marketing, and customer satisfaction on customer loyalty. The present study employs a quantitative methodology to provide an explanatory analysis. The study sample comprised customers residing in the city of Malang who patronize the small and medium enterprises (SMEs) known as Rampis Bang Raden. The research utilized the purposive sampling method. The study's sample size consisted of 170 participants. The data gathering methods employed in this study encompassed surveys, documentation, and the utilization of Likert scales to assess the instrument. The data underwent analysis through the utilization of the structural equation model partial least squares (SEM-PLS) modeling technique. The results of this study suggest that there is a considerable relationship between corporate image and relationship marketing, and their impact on consumer loyalty. Furthermore, the influence of corporate image and relationship marketing on customer satisfaction is also substantial. Enhancing customer happiness can lead to an increase in customer loyalty. The mediating role of customer happiness can be observed in the association between corporate image, relationship marketing, and customer loyalty. The results of this study indicate that small and medium-sized enterprises (SMEs), such as Rampis Bang Raden, are able to uphold both product distinctiveness and quality, while simultaneously enhancing amicable buyer interactions in order to sustain consumer loyalty.