Faktor Relationship Benefits yang Meningkatkan Positive Word of Mouth di Toko Buku Impor X
Main Article Content
This study aims to analyze the effect of relationship benefits on the creation of positive Word of Mouth (WOM) in imported bookstore X. In the context of increasingly competitive marketing, Word of Mouth has become a strategic focus for companies as an effective and economical alternative in influencing consumer behavior. The research method used Purposive Sampling with 200 respondents aged 18-45 years who had shopped at imported bookstore X. The majority of respondents were women (59.5%), aged 25-34 years (39.5%), and S1 graduates (56.5%). The analysis is carried out using the Structural Equation Modeling (SEM) method to examine the relationship between variables. The study involved 9 variables, including trust benefits, special treatment benefits, social benefits, information benefits, sharing benefits, functional quality, technical quality, relationship quality, and word of mouth. The results of the analysis show that Confidence Benefit and Sharing Benefit have a significant influence in increasing the sense of security and desire to share from store employees. Relationship Quality is also important to increase customer trust and satisfaction. Word of Mouth becomes a major factor in improving sales perception and reputation. This research provides a deep understanding of the role of Relationship Benefits in creating positive Word of Mouth in the retail environment, providing strategic implications for companies in designing effective WOM-based marketing programs to influence consumer preferences.
Keywords:
Word of Mouth (WOM), Relationship Benefits, Confidence Benefit, Sharing Benefit, Relationship Quality
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Tajvidi, M., Richard, M.-O., Wang, Y., & Hajli, N. (2020). Brand co-creation through social commerce information sharing: The role of social media. Journal of Business Research, 121, 476–486. https://doi.org/10.1016/j.jbusres.2018.06.008
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Ahmed, R. R., Streimikiene, D., Qadir, H., & Streimikis, J. (2023). Effect of green marketing mix, green customer value, and attitude on green purchase intention: evidence from the USA. Environmental Science and Pollution Research, 30(5). https://doi.org/10.1007/s11356-022-22944-7
Alghababsheh, M., & Gallear, D. (2020). Social capital in buyer-supplier relationships: A review of antecedents, benefits, risks, and boundary conditions. Industrial Marketing Management, 91, 338–361. https://doi.org/10.1016/j.indmarman.2020.10.003
Ameen, N., Tarhini, A., Reppel, A., & Anand, A. (2021). Customer experiences in the age of artificial intelligence. Computers in Human Behavior, 114. https://doi.org/10.1016/j.chb.2020.106548
Barari, M., Ross, M., & Surachartkumtonkun, J. (2020). Negative and positive customer shopping experience in an online context. Journal of Retailing and Consumer Services, 53. https://doi.org/10.1016/j.jretconser.2019.101985
Barari, M., Ross, M., Thaichon, S., & Surachartkumtonkun, J. (2021). A meta-analysis of customer engagement behaviour. International Journal of Consumer Studies, 45(4), 457–477. https://doi.org/10.1111/ijcs.12609
Birditt, K. S., Turkelson, A., Fingerman, K. L., Polenick, C. A., & Oya, A. (2021). Age Differences in Stress, Life Changes, and Social Ties During the COVID-19 Pandemic: Implications for Psychological Well-Being. Gerontologist, 61(2), 205–216. https://doi.org/10.1093/geront/gnaa204
Channa, N. A., Bhutto, M. H., Bhutto, M., Bhutto, N. A., & Tariq, B. (2022). Capturing customer’s store loyalty through relationship benefits: moderating effect of retail innovation. European Business Review, 34(1), 20–40. https://doi.org/10.1108/EBR-09-2019-0179
Christofi, M., Vrontis, D., Leonidou, E., & Thrassou, A. (2020). Customer engagement through choice in cause-related marketing: A potential for global competitiveness. International Marketing Review, 37(4), 621–650. https://doi.org/10.1108/IMR-04-2018-0133
De Giovanni, P. (2022). Leveraging the circular economy with a closed-loop supply chain and a reverse omnichannel using blockchain technology and incentives. International Journal of Operations and Production Management, 42(7). https://doi.org/10.1108/IJOPM-07-2021-0445
Dewnarain, S., Ramkissoon, H., & Mavondo, F. (2021). Social customer relationship management: a customer perspective. Journal of Hospitality Marketing and Management, 30(6), 673–698. https://doi.org/10.1080/19368623.2021.1884162
Donthu, N., Kumar, S., Pandey, N., Pandey, N., & Mishra, A. (2021). Mapping the electronic word-of-mouth (eWOM) research: A systematic review and bibliometric analysis. Journal of Business Research, 135, 758–773. https://doi.org/10.1016/j.jbusres.2021.07.015
Gohary, A., Pourazizi, L., Madani, F., & Chan, E. Y. (2020). Examining Iranian tourists’ memorable experiences on destination satisfaction and behavioral intentions. Current Issues in Tourism, 23(2), 131–136. https://doi.org/10.1080/13683500.2018.1560397
Gustavo, J. U., Trento, L. R., de Souza, M., Pereira, G. M., Lopes de Sousa Jabbour, A. B., Ndubisi, N. O., … Zvirtes, L. (2021). Green marketing in supermarkets: Conventional and digitized marketing alternatives to reduce waste. Journal of Cleaner Production, 296. https://doi.org/10.1016/j.jclepro.2021.126531
Hong, J., & Kim, B. (2020). Service quality, relationship benefit and experience value in the auto repair services sector. Journal of Open Innovation: Technology, Market, and Complexity, 6(2). https://doi.org/10.3390/JOITMC6020030
Hong, J., Kim, B., & Oh, S. (2020). The Relationship Benefits of Auto Maintenance and Repair Service: A Case Study of Korea. Behavioral Sciences, 10(7). https://doi.org/10.3390/bs10070115
Jääskeläinen, A. (2021). The relational outcomes of performance management in buyer-supplier relationships. International Journal of Production Economics, 232. https://doi.org/10.1016/j.ijpe.2020.107933
Jain, V., & Raj, T. (2016). Modeling and analysis of FMS performance variables by ISM, SEM and GTMA approach. International Journal of Production Economics, 171. https://doi.org/10.1016/j.ijpe.2015.10.024
Kong, Y., Wang, Y., Hajli, S., & Featherman, M. (2020). In Sharing Economy We Trust: Examining the Effect of Social and Technical Enablers on Millennials’ Trust in Sharing Commerce. Computers in Human Behavior, 108. https://doi.org/10.1016/j.chb.2019.04.017
Lim, W. M. (2021). A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic Marketing, 29(5). https://doi.org/10.1080/0965254X.2020.1775683
Naumann, K., Bowden, J., & Gabbott, M. (2020). Expanding customer engagement: the role of negative engagement, dual valences and contexts. European Journal of Marketing, 54(7). https://doi.org/10.1108/EJM-07-2017-0464
Nwaki, W. N., & Eze, C. E. (2020). LEAN CONSTRUCTION AS A PANACEA FOR POOR CONSTRUCTION PROJECTS PERFORMANCE. Journal of Engineering and Technology for Industrial Applications, 6(26), 61–72. https://doi.org/10.5935/jetia.v6i26.723
O’Brien, I. M., Ouschan, R., Jarvis, W., & Soutar, G. N. (2020). Drivers and relationship benefits of customer willingness to engage in CSR initiatives. Journal of Service Theory and Practice, 30(1), 5–29. https://doi.org/10.1108/JSTP-08-2018-0186
Oluwajana, D., Adeshola, I., & Olowu, G. (2022). Do the customer relationship benefits influence expectation of continuity? Adoption of social customer relationship management to promote eco-friendly products. Journal of Public Affairs, 22(S1). https://doi.org/10.1002/pa.2701
Othman, B. A., Harun, A., De Almeida, N. M., & Sadq, Z. M. (2021). The effects on customer satisfaction and customer loyalty by integrating marketing communication and after sale service into the traditional marketing mix model of Umrah travel services in Malaysia. Journal of Islamic Marketing, 12(2). https://doi.org/10.1108/JIMA-09-2019-0198
Pietromonaco, P. R., & Overall, N. C. (2021). Applying relationship science to evaluate how the COVID-19 pandemic may impact couples’ relationships. American Psychologist, 76(3), 438–450. https://doi.org/10.1037/amp0000714
Rasoolimanesh, S. M., Seyfi, S., Hall, C. M., & Hatamifar, P. (2021). Understanding memorable tourism experiences and behavioural intentions of heritage tourists. Journal of Destination Marketing and Management, 21. https://doi.org/10.1016/j.jdmm.2021.100621
Shankar, A., Jebarajakirthy, C., & Ashaduzzaman, M. (2020). How do electronic word of mouth practices contribute to mobile banking adoption? Journal of Retailing and Consumer Services, 52. https://doi.org/10.1016/j.jretconser.2019.101920
Śmiglak-Krajewska, M., Wojciechowska-Solis, J., & Viti, D. (2020). Consumers’ purchasing intentions on the legume market as evidence of sustainable behaviour. Agriculture (Switzerland), 10(10). https://doi.org/10.3390/agriculture10100424
Soni, P. (2020). Revisiting the role of relationship benefits in online retail. Marketing Intelligence and Planning, 38(6), 745–759. https://doi.org/10.1108/MIP-03-2019-0186
Tajvidi, M., Richard, M.-O., Wang, Y., & Hajli, N. (2020). Brand co-creation through social commerce information sharing: The role of social media. Journal of Business Research, 121, 476–486. https://doi.org/10.1016/j.jbusres.2018.06.008
Tu, S., Waqas, M., Rehman, S. U., Mir, T., Halim, Z., & Ahmad, I. (2022). Social Phenomena and Fog Computing Networks: A Novel Perspective for Future Networks. IEEE Transactions on Computational Social Systems, 9(1). https://doi.org/10.1109/TCSS.2021.3082022
Uzir, M. U. H., Al Halbusi, H., Thurasamy, R., Thiam Hock, R. L., Aljaberi, M. A., Hasan, N., & Hamid, M. (2021). The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country. Journal of Retailing and Consumer Services, 63. https://doi.org/10.1016/j.jretconser.2021.102721
Wibowo, A., Chen, S.-C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability (Switzerland), 13(1), 1–18. https://doi.org/10.3390/su13010189
