Relationship value dan sales collaboration dalam meningkatkan kinerja retailer

Prasetya, Prita (2020) Relationship value dan sales collaboration dalam meningkatkan kinerja retailer. Doctoral thesis, IPB university (Bogor).

[img] Text
KDM19002-01-Prasetya-Cover.pdf - Published Version

Download (395kB)
[img] Text
KDM19002-02-Prasetya-Ringkasan.pdf - Published Version

Download (295kB)
[img] Text
KDM19002-03-Prasetya-Summary.pdf - Published Version

Download (295kB)
[img] Text
KDM19002-04-Prasetya-Daftarisi.pdf - Published Version

Download (482kB)
[img] Text
KDM19002-05-Prasetya-Pendahuluan.pdf - Published Version

Download (622kB)
[img] Text
Restricted to Registered users only

Download (3MB)
Official URL:


Retail channels play an important role in sales and promotion of paints product. The main challenge for paint manufacturers in building partnerships with retailers is how to build mutually beneficial relationships in the long run. Research and practice of marketing channel management has proven the importance of managing relationships between people or organizations that drive the distribution functions. Proper marketing channel management will produce marketing targeted performance. The main objective of this study is to analyze an empirical model of the relationship between marketing channel, principal and retailer, to create relationship value and sales collaboration to increase business performance: marketing performance, financial performance and operational performance. This research uses descriptive quantitative method that is giving an overview of an event or symptom in a certain place. Unit analysis of this study is building material and paint shop that sells wall paint. The respondent are owners or and managers of paint shop in Java. Processing and data analysis techniques in this study are quantitative descriptive analysis and analyze using the Structural Equation Modeling (SEM). The results of this study show that to improve business performance is done by building relationship values by creating knowledge value, strategic value, personal value and financial value. Relationship value creates business performance through sales collaboration, relational trust and relational commitment. Its built from sharing values and more value creation between principal-retailers to strengthen relationships. Meanwhile, the relationship age factors are not significant in moderating the influence of relationship value and sales collaboration. Hence, the research indicates that relationship value, relational trust, relational commitment and sales collaboration are important factors in improving retailer performance.

Item Type: Thesis (Doctoral)
Uncontrolled Keywords: performance, retailer, relational commitment, relational trust, relationship value, sales collaboration, performance, retailer, relational commitment, relational trust, relationship value, sales collaboration, SEM, Structural Equation Modeling
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 04 Aug 2020 02:29
Last Modified: 24 Feb 2022 02:53

Actions (login required)

View Item View Item