When Relationships Become Assets: A Strategic Perspective on Relationship Marketing and Customer Value Sustainability

Bintang Junita; Sonny Fransisco Siboro; Vicky Windasari; Dede Mustomi; Aprilia Puspasari

doi:10.55606/bijmt.v6i2.7110

Authors

Bintang Junita Universitas Bina Sarana Informatika
Sonny Fransisco Siboro Universitas Bina Sarana Informatika
Vicky Windasari Universitas Bina Sarana Informatika
Dede Mustomi Universitas Bina Sarana Informatika
Aprilia Puspasari Universitas Bina Sarana Informatika

DOI:

https://doi.org/10.55606/bijmt.v6i2.7110

Keywords:

Customer Loyalty, Customer Value Sustainability, Fashion Retail, Relationship Marketing, Structural Equation Modeling

Abstract

This study examines the role of relationship marketing in fostering sustainable customer value in the Indonesian fashion retail sector. The research addresses the problem of limited understanding regarding how relationship marketing practices impact long-term customer value, especially through mediating factors such as relationship quality and customer loyalty. The primary objective is to explore the direct and indirect effects of relationship marketing on customer value sustainability. A quantitative, explanatory research design was adopted, utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze data collected from 200 Indonesian fashion retail consumers. The results reveal that relationship marketing positively affects both relationship quality and customer value sustainability, while customer loyalty mediates the relationship between relationship marketing and customer value sustainability. Interestingly, relationship quality did not directly influence customer value sustainability, but its indirect effect through customer loyalty was significant. The study concludes that emotional connections fostered by relationship marketing, particularly through loyalty-building strategies, are key to sustaining customer value in fashion retail. These findings have practical implications for fashion retailers seeking to enhance long-term customer engagement in emerging markets.

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