PERANCANGAN MODEL DAN STRATEGI LOYALITAS PELANGGAN PADA INDUSTRI JASA DI INDONESIA

This research tries to investigate the role of relationship value as mediating variable between relationship quality as the antecedent and loyalty behavior as the consequence. Result of the research is predicted to give a solution for the gap theory which exist in relationship marketing perspective, which is some of the scientist argue that relationship quality has direct impact on loyalty behavior, otherwise argue that the driver of loyalty behavior is relationship value. The object of this study is beauty salon industry, because its characteristic able to represent the entire service industry. The student of Esa Unggul University was used as the majority respondent. Method which applies for data analyzing purpose is Structural Equation Modeling (SEM) and employs LISREL 8.72 as a software tool. Result of this study show that relationship quality has no direct impact on loyalty behavior. But, relationship quality drives loyalty behavior through the mediating role of relationship value. These results give a perspective that relationship value has the significant role as mediating variable between relationship quality and loyalty behavior. Finding of this research also give a solution of gap theory which exist in relationship marketing area. Keywords : Customer Loyalty, Relationship Quality, Relationship Value, Loyalty, Relationship Marketin