Relationship not only take place within the family, and friends in the virtual world sites such as Facebook, Friendster and others. But the relationship has now been developed further. In today's business world has also been known relationship or better known as relationship marketing. Relationship marketing is growing in the business world because business people realize that to develop and maintain a business, not just to get a lot of customers but also how to get customers, maintain and retain customers.
According to Keegan, Duncan and Moriaty (1995, p. 1) "Relationship Marketing is an approach to marketing with its customers That promotes both the company's long-term growth and the customer's maximum satisfaction". more or less means: Relationship marketing is a marketing approach to customers that enhance the company's long-term growth and maximum customer satisfaction. A good customer is an asset which if properly handled and serviced will provide income and long-term growth for a business entity. Kotler (1997, p. 11) also states that relationship marketing is a practice to build a satisfying long term relationships with key stakeholders include customers,
suppliers, and distributors in order to maintain preferences and business in the long run.
Meanwhile, according to Kotler and Armstrong (1996, p. 578), "Relationship marketing is the process of creating, maintaining and transferring excellence, content value of the relationship between the customer and the other shareholders". If seen from above, the definition of relationship marketing any business entity in dealing with customer relationship marketing in desperate need of this process. Because the indirect process is one factor supporting a business entity.
Relationship Marketing Program
Winer (2004) argues if the companies can combine the ability to respond and provide customers with good demand, as well as conduct a more intensive relationship with customers through quality customer service according to customer demand the company can retain its customers for the long term. It is said that the relationship marketing program consists of: (p. 396)
a. Customer Service
Customer Service is one very important factor in any business either in services or goods. Customer service is the definition of additional services provided to support the main product, is also an important component of customer satisfaction. Customer service is indispensable for long-term relationships by providing additional services that distinguish the company's products with competitors' products. With increasing competition in the retail world, it is not wrong if it is necessary customer service to retain customers. By providing a good service then the customers will come back and will be loyal. Winer (2004) also mentions that the service can be divided into two types, namely: Reactive service, where if the customer had a problem (eg, product failure, questions about the bill, return product, etc) the customer will contact the company to complete. And Proactive service is a situation where the manager of a company no longer wait for complaints from customers, but the manager who started the conversation with the customer to ask if the customer is satisfied, or if the customer has a complaint against the company.
b. Loyalty Programs
Loyalty programs have now been widely adopted by companies around the world, the program is done so that purchasers to buy back and become customers for these companies. According to Winer (2004, p. 400), "Loyalty Programs also called frequency marketing programs That Encourage repeat purchasing through a formal program enrollment process and the distribution of benefits". This means that loyalty is also called frequency marketing programs, programs that encourage repeat buying (buying back) through a formal program and the distribution or the distribution of profits. Lamb (2003, p.475) also says "Loyalty programs are promotional program designed to build long term relationships are mutually beneficial relationships between companies and customers, the key to creating a continuous purchase of a product or service". From the definition, it can be concluded that the loyalty program was held for the customer makes a purchase over and over to the company so the company will benefit.
c. Community Building
Community building is intended to establish a relationship between the customer in order to provide information or advice, and to create a good relationship between the customer and the company. For example, by providing special websites for customers who want to give advice and criticism, which in the websites subscribers can also view the latest products from the company. This was done in the hope there will be a good relationship between the customer there will be a better emotional bond and this will help to create a more harmonious bond with customers.
Benefits of Relationship Marketing
According to Kotler and Armstrong (1996, p.579-582) containing three benefits of relationship marketing, namely:
a. Economic benefits
The first approach to building relationships with customers is the value added benefits of financial or economic benefits can be economically cost savings incurred by the customer, special pieces.
b. Social benefits
Although approaches to increase the economic benefits as above to establish consumer preferences, but this can be easily imitated by competitors of the business entity to another. So that in this approach, enterprises should try to improve their social relationships is to give attention to its customers by learning their needs and desires of individual customers.
c. Structural bonding
The third approach to building strong relationships with customers is to add structural ties. It means that the business entity - a business entity provides a structured approach or program that can attract customers to get involved become a member of a membership card, for example, a member of member privilegesRelationship not only take place within the family, and friends in the virtual world sites such as Facebook, Friendster and others. But the relationship has now been developed further. In today's business world has also been known relationship or better known as relationship marketing. Relationship marketing is growing in the business world because business people realize that to develop and maintain a business, not just to get a lot of customers but also how to get customers, maintain and retain customers.
According to Keegan, Duncan and Moriaty (1995, p. 1) "Relationship Marketing is an approach to marketing with its customers That promotes both the company's long-term growth and the customer's maximum satisfaction". more or less means: Relationship marketing is a marketing approach to customers that enhance the company's long-term growth and maximum customer satisfaction. A good customer is an asset which if properly handled and serviced will provide income and long-term growth for a business entity. Kotler (1997, p. 11) also states that relationship marketing is a practice to build a satisfying long term relationships with key stakeholders include customers,
suppliers, and distributors in order to maintain preferences and business in the long run.
Meanwhile, according to Kotler and Armstrong (1996, p. 578), "Relationship marketing is the process of creating, maintaining and transferring excellence, content value of the relationship between the customer and the other shareholders". If seen from above, the definition of relationship marketing any business entity in dealing with customer relationship marketing in desperate need of this process. Because the indirect process is one factor supporting a business entity.
Relationship Marketing Program
Winer (2004) argues if the companies can combine the ability to respond and provide customers with good demand, as well as conduct a more intensive relationship with customers through quality customer service according to customer demand the company can retain its customers for the long term. It is said that the relationship marketing program consists of: (p. 396)
a. Customer Service
Customer Service is one very important factor in any business either in services or goods. Customer service is the definition of additional services provided to support the main product, is also an important component of customer satisfaction. Customer service is indispensable for long-term relationships by providing additional services that distinguish the company's products with competitors' products. With increasing competition in the retail world, it is not wrong if it is necessary customer service to retain customers. By providing a good service then the customers will come back and will be loyal. Winer (2004) also mentions that the service can be divided into two types, namely: Reactive service, where if the customer had a problem (eg, product failure, questions about the bill, return product, etc) the customer will contact the company to complete. And Proactive service is a situation where the manager of a company no longer wait for complaints from customers, but the manager who started the conversation with the customer to ask if the customer is satisfied, or if the customer has a complaint against the company.
b. Loyalty Programs
Loyalty programs have now been widely adopted by companies around the world, the program is done so that purchasers to buy back and become customers for these companies. According to Winer (2004, p. 400), "Loyalty Programs also called frequency marketing programs That Encourage repeat purchasing through a formal program enrollment process and the distribution of benefits". This means that loyalty is also called frequency marketing programs, programs that encourage repeat buying (buying back) through a formal program and the distribution or the distribution of profits. Lamb (2003, p.475) also says "Loyalty programs are promotional program designed to build long term relationships are mutually beneficial relationships between companies and customers, the key to creating a continuous purchase of a product or service". From the definition, it can be concluded that the loyalty program was held for the customer makes a purchase over and over to the company so the company will benefit.
c. Community Building
Community building is intended to establish a relationship between the customer in order to provide information or advice, and to create a good relationship between the customer and the company. For example, by providing special websites for customers who want to give advice and criticism, which in the websites subscribers can also view the latest products from the company. This was done in the hope there will be a good relationship between the customer there will be a better emotional bond and this will help to create a more harmonious bond with customers.
Benefits of Relationship Marketing
According to Kotler and Armstrong (1996, p.579-582) containing three benefits of relationship marketing, namely:
a. Economic benefits
The first approach to building relationships with customers is the value added benefits of financial or economic benefits can be economically cost savings incurred by the customer, special pieces.
b. Social benefits
Although approaches to increase the economic benefits as above to establish consumer preferences, but this can be easily imitated by competitors of the business entity to another. So that in this approach, enterprises should try to improve their social relationships is to give attention to its customers by learning their needs and desires of individual customers.
c. Structural bonding
The third approach to building strong relationships with customers is to add structural ties. It means that the business entity - a business entity provides a structured approach or program that can attract customers to get involved become a member of a membership card, for example, a member of member privileges
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