EXAMINING MODEL OF EFFECT OF ADOPTING INFORMATION TECHNOLOGY AND RELATIONSHIP MARKETING TOWARD TRUE LOYALTY THROUGH MULTIDIMENSIONAL COMMITMENT

Abstract

Nowadays, business with very tough competition is increasingly difficult to build loyalty. This phenomenon is the object of this research. The purpose of this study was to test the conceptual model of the effect of the adoption of information technology and relationship marketing to true loyalty (empirical studies of bank customers in Central Java). This is a survey typed research. The data used are primary and secondary data by taking bank customer as the object of research. Data collection instruments in the form of a list of questions (questionnaire) either by open or closed questions. Data analysis methods used include 1) instrument test analysis that is validity and reliability test, 2) descriptive statistical analysis, 3) SEM (Sequantial Equation Model) analysis. Theoretical approach used in the research are Behavioral Intention and Attribution Intention. The results showed that: 1) The conceptual model testing of the effect of adoption of information technology and relationship marketing toward true loyalty (repurchase intention and advocacy intention) through customer satisfaction and multidimensional organizational commitment (affective commitment, continuance commitment and normative commitment) using the SEM analysis, shows the model meets the criteria Goodness of fit, 2) Square Multiple Correlation (coefficient of determination) model for Repurchase Intention is of 0.808 which means the Repurchase Intention variability that can be explained by the variability of the adoption of information technology, relationship marketing, customer satisfaction, multidimensional organizational commitment (affective commitment, continuance commitment and normative commitment) is of 97.6% or Advocacy Intention of 0.995 which means Advocacy Intention variability that can be explained by the variability of the adoption of information technology, relationship marketing, customer satisfaction, multidimensional organizational commitment (affective commitment, continuance commitment and normative commitment) is of 99, 5%. This claimed that the conceptual model being tested is valid. 3) Allen and Meyer's theoretical approach (Planned Behavioral Theory), which point on the individual's relationship with organization, strongly supports the concept of marketing to build true loyalty. The main finding of this study is that to build true loyalty, building a strong relationship between the individual and the organization are needed. The relationship can be done by optimizing the use of information technology and relational marketing approach.

Keyword: Information Technology, Relationship marketing, True loyalty, Multidimensional Commitment