Model Estimasi Relationship Marketing dalam Business to Business: Pendekatan Dyadic VS Non-Dyadic
Keywords:
relationship marketing, pendekatan dyadic, kepercayaan, komitmenAbstract
Dalam diskusi tentang relationship marketing perdebatan tentang aliran pemikiran, tradisi penelitian dan metode penelitian sangat beragam. Namun demikian ada satu kesepakatan diantara para peneliti di bidang pemasaran, yaitu pendapat bahwa konstruk dalam relationhip marketing mempunyai sifat alamiah dyadic. Pengukuran dalam penelitian relationship marketing tidak selalu mengikuti pendapat ini, ada banyak peneliti yang menggunakan pendekatan non dyadic dalam pengukuran, meskipun dalam pembahasan konseptual mereka menganggap sebuah konstruk relationship marketing mempunyai sifat dyadic. Penelitian ini menguji model dyadic dan non dyadic untuk dijadikan bahan perbandingan. Sampel dari penelitian ini adalah 204 dyad yang merupakan pasangan peritel dan pemasok. Penelitian ini menggunakan alat analisis jalur untuk mendapatkan kebaikan suai dari model dyadic dan non dyadic. Hasil penelitian menunjukkan bahwa pendekatan dyadic memberikan informasi yang lebih lengkap untuk menganalisis sebuah model relationship marketing.
References
Bigne, Enrique dan Andreu Blesa (2003), Market Orientation, Trust And Satisfaction In Dyadic Relationships: A Manufacturer-Retailer Analysis, International Journal Of Retail and Distribution Management, Volume 31 · Number 11· Pp. 574-590.
Cooper, Donald P dan P. S. Schindler (2001). Business Research Methods. 7 th Edition Boston. McGraw Hill.
DeVellis, Robert F. (1991), Scale Development, Theory and Applications, London, Sage Publications.
Eiriz, Vasco dan Dom Wilson, (2006), “Research in Relationship Marketing: Antecedents, Traditions and Integration”, European Journal of Marketing, Vol 40, No 3 h 275-291.
El Ansary, Adel dan Louis W Stern (1972), “Power Measurement in the Distribution Channel,” Journal of Marketing Research Vol 9 h 47-52.
Fulerton, Gordon (2005), The Impact of Brand Commitment on Loyalty to Retail Service Brands, Canadian Journal of Administrative Science, Vol 22 h 97-110.
Gronroos, Christian (1994), “From Marketing Mix To Relationship Marketing: Towards a Paradigm Shift in Marketing”, Management Decision, Vol 32 No 2 h 4-20.
Gummesson, E. (1991) “Marketing Orientation Revisited: The Crucial Role of the Part-Time Marketer” European Journal of Marketing; Vol. 25, No 2 h .60-75.
Heide, Jan B dan George John (1988), The Role Of Dependence Balancing In Safeguarding Transaction-Specific Assets In Conventional Channels, Journal of Marketing Vol 52, h 20-35
Kim, Keysuk, (2000), “On Interfirm Power, Channel Climate and Solidarity in Industrial Distributor-Supplier Dyads”, Journal of The Academy of Marketing Science, Volume 28 No 3, h 388-405.
Leverin , Andreas dan Veronica Liljander , (2006) Does relationship marketing improve customer relationship satisfaction and loyalty? International Journal of Bank Marketing, Vol. 24 No. 4, h 232-251.
Lindgreen, Adam (2001), A Framework of Studying Relationship Marketing Dyads, Qualitative Market Research: An International Journal, Volume 4 . Number 2 . h. 75±87
Morgan, R.M. and Shelby D.H. (1994) ‘The commitment-trust theory of relationship marketing’, Journal of Marketing, 58:3, h 20-38.
Ndubisi , Nelson Oly (2007), Relationship marketing and customer loyalty, Marketing Intelligence & Planning, Vol. 25 No. 1, 2007 h 98-106.
Neuman, W Lawrence (2000), Social Research Methods, Qualitative and Quantitative Methods 4th ed, Allyn and Bacon, Boston.
Palmer, Roger, Adam Lindgreen dan Joelle Vanhamme (2005),” Relationship Marketing: Schools of Thought and Future Research Directions”, Marketing Intelligence and Planning, Vol 23 No 3 h 313-330.
Plewa, Carolin dan Pascale Quester, (2008), A Dyadic Study Of ‘‘Champions’’ In University-Industry Relationships, Asia Pacific Journal Of Marketing And Logistics, Vol. 20 No. 2, pp. 211-226.
Ramaseshan, B , Leslie C Yip dan Jae H Pae (2006), “Power, Satisfaction and Relationship Commitment in Chinese Store-Tenant Relationship and Their Impact on Performance” Journal of Retailing Vol 82 No 1 h 63-70.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2018 Anton Agus Setyawan
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
