Jurnal Valid

The purpose of this research is to examine the effect of (1) relationship effort on relationship outcome, (2) relationship effort on transaction satisfaction, (3) customer satisfaction on relationship outcome, (4) relationship outcome on customer retention, (5) transaction satisfaction on customer retention, and (6) relationship effort on customer retention. This is an associative research  using purposive sampling amount 140 respondent. Data were analyzed by Structural Equation Model (SEM). The result shows that (1) relationship effort has no effect on relationship outcome, (2) relationship effort has effect on transaction satisfaction, (3) relationship effort has no effect on customer retention, (4) transaction satisfaction has no effect on relationship outcome, (5) transaction satisfaction has no effect on customer retention, and (6) relationship outcome has effect on customer retention.  this research suggests: (1) for the next research is better using another object which different from food oriented supermarket or commontly modern retailer (2) the next research can extend the factors which can have an effect on customer retention, and (3) to explore the relationship effort implementation on organization in this research will be interest cause kind of the responden perception which cannot be limited the indicator.

Keywords: relationship effort, transaction satisfaction, relationship outcome, customer retention, and structural equation model (SEM)

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