Customer relationship management, service quality to improve marketing performance through competitive advantage
Faculty of Economics and Business, Universitas 17 Agustus 1945 Surabaya, Indonesia.
Review Article
World Journal of Advanced Research and Reviews, 2024, 21(03), 431–438
Publication history:
Received on 21 January 2024; revised on 27 February 2024; accepted on 01 March 2024
Abstract:
This study seeks to explore and elucidate the connections between customer relationship management and service quality, as well as the correlations between competitive advantage and marketing performance within the public market of East Java Province. This study focuses on the entire public market unit in East Java Province, which consists of 335 public market units spread throughout 6 regencies and cities. This study uses the 67 public markets in the province of East Java as its unit of analysis. These markets have been rejuvenated. In the Province of East Java, the observation unit is a trader or tenant of a communal market stand. There are 25,000 dealers on the public market in the market that has been revived today. Researchers in this study used the trader or tenant stand's perception to gauge the public market's marketing performance in East Java Province, making it a perceptual measure of marketing performance. There are 190 retailers in the sample. The quantity is dispersed throughout the public market's 67 units in the province of East Java. This study will employ a causal or relational model. The proposed hypotheses will be assessed using structural equation modelling (SEM) through the AMOS statistical software. The findings from hypothesis testing reveal that both customer relationship management and service quality significantly affect the competitive advantage of the public market in East Java Province. Moreover, customer relationship management and service quality significantly impact the marketing performance of the public market in the Province of East Java. Additionally, competitive advantage emerges as a key determinant of the marketing performance within East Java Province's public market.
Keywords:
Competitive Advantage; Customer Relationship Management; Marketing Performance; Public Market; Service Quality
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Copyright © 2024 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0