TAKTIK PEMASARAN RELASIONAL PADA 21CINEPLEX
Dynamic changes in the world of business have a big influence in the marketing strategy, characterized by the emergence of a critical behavior of customers in consumer products. This development requires an appropriate marketing strategy, one of which is relationship marketing. Some relational marke...
Saved in:
| Main Authors: | , |
|---|---|
| 格式: | Theses and Dissertations NonPeerReviewed |
| 出版: |
[Yogyakarta] : Universitas Gadjah Mada
2013
|
| 主題: | |
| 在線閱讀: | https://repository.ugm.ac.id/119944/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=59950 |
| 標簽: |
添加標簽
沒有標簽, 成為第一個標記此記錄!
|
| 總結: | Dynamic changes in the world of business have a big influence in the marketing
strategy, characterized by the emergence of a critical behavior of customers in
consumer products. This development requires an appropriate marketing strategy,
one of which is relationship marketing. Some relational marketing tactics are real
appreciation, preferential treatment and communication between the personas.
The purpose of this study was to determine the customer's perception of the
application of relationship marketing tactics undertaken by cinema 21Cineplex,
therefore this research is descriptive. Primary method of data collection was
conducted by survey method by giving questionnaires to a sample selected by non
probability sampling technique. Types of non-probability purposive sampling are
used, so the selected respondents totaled to 250 regular customers and have
certain characteristics.
Analytical techniques used in this study are to use average/mean to determine the
individual's perception of relationship marketing tactics by the company. The
results show that overall customer perception of relationship marketing tactics on
the application of the company has a good value. This means the application of
relationship marketing tactics are perceived both by customers and the assessment
results are above average. |
|---|