RELATIONSHIP QUALITY DAN DAMPAKNYA TERHADAP LOYALITAS PELANGGAN DALAM KONTEKS PEMASARAN B2B: SEBUAH SYSTEMATIC LITERATURE REVIEW
Kata Kunci:
Business-to-Business, Customer Loyalty, Relationship QualityAbstrak
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.
Unduhan
Referensi
Adhyaksa, R. P., & Astuti, N. C. (2025). Impact of Customer Satisfaction on Loyalty in Indonesia B2B Digital Marketing Agency (Case Study of Bertumbuh Creative). Jurnal Sosial Teknologi, 5(7), 2701–2713. https://doi.org/10.59188/jurnalsostech.v5i7.32221
Darmayasa, G. N. A. R., & Yasa, N. N. K. (2021). The Influence of Relationship Marketing on Customer Loyalty: Customer Satisfaction as a Mediation Variable. International Research Journal of Management, IT and Social Sciences, 8(6), 648–660. https://doi.org/10.21744/irjmis.v8n6.1963
Galvani, S., Piccioni, N., & Fiorini, N. (2025). Customer engagement in the contemporary business-to-business context: An exploratory analysis from the buyer’s perspective. Journal of Management & Organization, 31, 1–20. https://doi.org/10.1017/jmo.2025.10034
Hidayat, M. A., Rasyid, A., & Pasolo, F. (2024). Service Quality on Customer Loyalty: Mediation of Customer Satisfaction. Advances in Business & Industrial Marketing Research, 2(3), 150–163. https://doi.org/10.60079/abim.v2i3.158
Kurniawan, P., Rukin Rukin, & Ady Setiawan. (2025). Analisis Kualitas Produk, Nilai Pelanggan, Kepuasan Pelanggan Serta Pengaruhnya terhadap Loyalitas Pelanggan pada PT. Bizza Kurnia Multindo. Jurnal Ekonomi Bisnis Dan Akuntansi, 5(3), 126–138. https://doi.org/10.55606/jebaku.v5i3.5856
Lii, Y.-S., Ding, M.-C., & Lee, S. (2024). A trusted B2B relationship quality in the Asian market: effects of salespeople’s attributes. Asia Pacific Journal of Marketing and Logistics, 37(4), 970–986. https://doi.org/10.1108/APJML-08-2023-0767
Marjani, L., & Sutisna, M. (2022). Loyalitas Pelanggan Pada Business-To-Business: Pengaruh Kualitas Pelayanan. Jurnal Riset Bisnis Dan Investasi, 5(1), 10. https://doi.org/10.35697/jrbi.v5i1.1612
Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., Akl, E. A., Brennan, S. E., Chou, R., Glanville, J., Grimshaw, J. M., Hróbjartsson, A., Lalu, M. M., Li, T., Loder, E. W., Mayo-Wilson, E., McDonald, S., … Moher, D. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. Bmj, 372. https://doi.org/10.1136/bmj.n71
Pardomuan, E. T., Sabar, & Wijayaningtyas, M. (2025). Pengaruh Kualitas Produk, Harga Dan Layanan Produk Terhadap Keputusan Pembelian Dan Loyalitas Pelanggan B2B PT. TCM. Syntax Literate: Jurnal Ilmiah Indonesia, 10(3), 167–186. https://doi.org/10.36418/syntax-literate.v10i3.56788
Pribadhi, A., & Soedarsono, H. (2025). Pengaruh Customer Experience dan Service Quality terhadap Customer Loyalty melalui Customer Satisfaction (Studi pada PT Mega Prakarsa Engineering Indonesia). Jurasima, 3(3), 62–72. https://doi.org/10.33478/jurasima.v3i3.38
Putri, A. N. R., & Rahayu, Y. S. (2023). Customer Retention Sebagai Variabel Intervening Pada Pengaruh Relationship Quality Terhadap Loyalitas Nasabah Tabungan Bank Syariah. Jurnal Ilmu Manajemen, 11(1), 241–251.
Rusli, K., & Amirulmukminin. (2023). Indonesian Journal of Multidisciplinary on Social and Technology Homepage: https://journal Pengaruh Relationship Marketing dan Kualitas Layanan Terhadap Loyalitas Pelanggan pada Nithalian Collection. Indonesian Journal of Multidisciplinary on Social and Technology, 1(3), 321–326. https://doi.org/10.31004/ijmst.v1i3.222
Siregar, B. E. P., & Adiwijaya, K. (2025). Membangun Loyalitas Merek: Strategi Efektif Produk Low Voltage pada Konsumen B2B. Jurnal Samudra Ekonomi Dan Bisnis, 16(2), 309–324. https://doi.org/10.33059/jseb.v16i2.10901
Snyder, H. (2023). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333–339. https://doi.org/10.1016/j.jbusres.2019.07.039
Sudiyono, K. A., Utomo, P., & Severesia, C. (2022). Effect of Customer Experience and Customer Value Towards Customer Loyalty and Satisfaction on B2B Food and Beverage Sector. Journal of Business and Management Review, 3(9), 627–640. https://doi.org/10.47153/jbmr39.4552022
Tangchua, P., & Vanichchinchai, A. (2024). The effects of service quality on relationship quality and loyalty in business-to-business electrical and electronics industry. Asia Pacific Journal of Marketing and Logistics, 37(5), 1339–1356. https://doi.org/10.1108/APJML-01-2024-0089
Tranfield, D., Denyer, D., & Smart, P. (2013). Towards a Methodology for Developing Evidence-Informed Management Knowledge by Means of Systematic Review. Journal of International Management, 19(4), 390–406. https://doi.org/10.1016/j.intman.2013.03.011
Ummah, I., & Walyoto, S. (2024). Pengaruh Relationship Marketing, Kualitas Produk, dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan. Journal of Economics and Business Research (JUEBIR), 3(2), 59–69. https://doi.org/10.22515/juebir.v3i2.8906
Widianti, Y. I., & Safuan, S. (2025). Pengaruh Kualitas Layanan Terhadap Kepuasan Dan Loyalitas Pelanggan. Jurnal Lentera Bisnis, 14(3), 3469–3483. https://doi.org/10.34127/jrlab.v14i3.1746
Yuan, R., Luo, J., Liu, M. J., & Yu, J. (2022). Understanding organizational resilience in a platform-based sharing business: The role of absorptive capacity. Journal of Business Research, 141, 85–99. https://doi.org/https://doi.org/10.1016/j.jbusres.2021.11.012
