RELATIONSHIP QUALITY DAN DAMPAKNYA TERHADAP LOYALITAS PELANGGAN DALAM KONTEKS PEMASARAN B2B: SEBUAH SYSTEMATIC LITERATURE REVIEW
Keywords:
Business-to-Business, Customer Loyalty, Relationship QualityAbstract
Customer loyalty represents a strategically vital asset within business-to-business (B2B) marketing ecosystems; however, a thorough understanding of relationship quality as its primary driver still requires more systematic and comprehensive investigation. This study aims to analyze the influence of relationship quality on B2B customer loyalty, identify mediating and moderating variables involved, and map the current research trends within this domain. The method employed is a Systematic Literature Review (SLR) following the PRISMA protocol, whereby from 309 initially identified articles, 10 journals satisfied the inclusion criteria and were subjected to in-depth analysis. The findings reveal that relationship quality encompassing dimensions of trust, commitment, satisfaction, and service quality exerts a positive and significant influence on B2B customer loyalty. Customer satisfaction was consistently identified as a dominant mediator, while operational consistency and payment systems functioned as moderating variables. These findings suggest that long-term relationship management strategies are fundamental to building and sustaining corporate customer loyalty. This study contributes theoretically by reinforcing the B2B relationship marketing framework and offers practical implications for managers in designing effective and sustainable customer retention programs.
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