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According to Sullivan Adcock stated in Japarianto and Djati,2011:5, retail promotion is the activity of the company in order to
attract visitors and obtain information on how many the consumers. The retail promotion mix elements are as follows:
a. Sales Promotion Sales Promotion, are special incentives or excitement-building
program that encourage consumers to purchase a particular product or service Levy and Weitz 2012 cited in Azhari
2015. b. Advertising
Advertising is part of the promotional mix, simply advertising is defined as a message that offers a product aimed at the public
through a medium. Kasali2007:9 cited in Azhari 2015.
B. Previous Research
This literature review tries to find out the research that already conducted in this field and to what this thesis contribute. The following
researches have already been conducted in this field:
Table 2.1 Previous Research
Researcher Title
Result
Rossomme 2003
Customer Satisfaction
Measurement in A Business-to-
Business Context: A Conceptual
Framework The research develops an integrated
model of
customer satisfaction
measurement specific to a business-to- business context and addresses the unique
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Researcher Title
Result
challenges inherent in this context by incorporating learning’s from the fields of
customer satisfaction,
organizational buying
behavior and
relationship marketing. The research demonstrates that
significant gaps exist in both the academic and trade literature with regard to effective
customer satisfaction measurement of business-to-business exchanges. As with
the pioneering literature from the early 1980s noting the issues of evaluating
service rather than product quality, the unique challenges in assessing business-to-
business relationships must be addressed separately
from business-to-consumer
interactions. The model presented here, rooted
in existing
knowledge of
organizational behavior and customer satisfaction processes, and provides a
practical framework for managers in evaluating the strength of their customer
relationships.
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Researcher Title
Result
Lin and Sun 2009
Factors Influencing Satisfaction and
Loyalty in Online Shopping: An
Integrated Model This paper aims to explore how internet
customer satisfaction and loyalty can be associated with each other and how they are
affected by these dynamics. The method used in this research was structural equation
modeling SEM as the main analytical tool. The research results point to the
following: first, customer e-satisfaction will positively influence customer e-loyalty
directly; second, technology acceptance factors will positively influence customer e-
satisfaction and e-loyalty directly; third, website service quality can positively
influence customer e-satisfaction and e- loyalty directly; and fourth, specific holdup
cost can positively influence customer e- loyalty directly, but cannot positively
influence customer e-satisfaction directly.
Mosahabet al.
2010 Service Quality,
Customer Satisfaction and
Loyalty: A Test of Mediation
This research aimed to determine the quality of services offered by Sepah
Bank, and also to study the relationship between the service quality, satisfaction and
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Researcher Title
Result
loyalty. The result of this research shows that in all aspects, customers’ expectation is
higher than their perceptions of the Bank’s operation, and in fact the quality of offered
services is low. Besides, this research findings show that the customer satisfaction
plays the role of a mediator in theeffects of service quality on service loyalty. In fact,
findings of this research show that although in all fivefold dimensions of service quality
Sepah Bank’s performance has been higher than average limit, but its service quality
does not satisfy customers’ expectations. In addition, findings of this research show that
there is a positive and meaningful relation among all fivefold dimensions of service
quality with satisfaction and loyalty, which in both cases assurance and tangibles have
the most and the least relation with satisfaction and loyalty. In other words, it
sees that tangibles can be considered as health factors, and assurance as
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Researcher Title
Result
motivational factor. But this research limit into only one branch of Sepah Bank thus
may not be generalize-able to other branches.
Tahyudin 2012
Analysis of Influence of Internet
Retail Service Quality IRSQ to
Consumer Online Shopping
Satisfaction at www.kebenaran.com
The purpose of this research was to determine the influence of Internet Retail
Service Quality
IRSQ website
performance, access, security, sensation and information to the satisfaction
www.kebenaran.com online shoppers. The
method of analysis used was path analysis. Based on the research revealed that:
1. IRSQ variable performance, access, sensation, information and security
jointly influentialto
consumer online
shopping satisfaction
at www.kebanaran.com. It’s obtained from
the results of path analysis; F count 23.757 is greater than the F table 2.3134
so the hypothesis H
1
is received. 2. Performance variables X1 had
no significant influence on satisfaction Y.
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Researcher Title
Result
This indicates that the craft tires online shoppingwebsite already used standard
terms online shop in general, such as membership and return policy.
3. Access variable X2 had no significant effect on satisfaction Y. The
absence of this influence that the craft tires online shopping website already used
standard terms online shop in general as a unique craft product offerings, the choice
of language and the choice of currency, so that consumers are no doubt to purchase
through the online shopping website www.kebanaran.com.
4. Sensation Variable X3 had no significant influence on satisfaction Y.
The absence of this influence shows craft tires online shopping website are standard
terms used in general such as the online chat room facility, the product can see
images from different angles, so that consumers be sure to buy tires craft through
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Researcher Title
Result
the online
shopping website
www.kebanaran.com. 5. Security variable X4 has
significant influence on satisfaction Y. This shows that the security applied to the
website www.kebanaran.com
very important so that the consumers not hesitate
to transact through the online shopping website.
6. Information variable X5 has significant influence on satisfaction Y.
The existence of this influence showed that the
importance of
information for
consumers such as information availability, quality
product information,
product information is accurate.
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C. Logical Framework
