IMPROVING RELATIONSHIPS TO ENHANCE CUSTOMER LOYALTY AT WARUNK BARBARKU RESTAURANT
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Norman Adi Syahputra(1*)
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Teknokrat Indonesia
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Berlintina Permatasari(2)
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Teknokrat Indonesia
(*) Corresponding Author
Keywords:
Customer Relationship, Marketing, Customer Intimacy, Loyalty, Restaurant
Abstract
The aim of this research is to assess the significance of trust in customer relationships in determining customer satisfaction and to gauge the level of success of Warunk Barbarku Restaurant in fostering customer loyalty. Subsequently, further research is conducted to examine the enhancement of the relationship towards loyalty among the customers of Warunk Barbarku Restaurant. This qualitative research employs an in-depth interview method with purposive sampling, involving a total of 10 carefully selected customers based on strict criteria as respondents, and focuses on a relationship-based approach. Finally, the results of the interviews show that customers perceive comfort in the relationship, trust, and satisfaction as key factors influencing their loyalty to Warunk Barbarku Restaurant.
Keywords: Customer Relationship; Marketing; Customer Intimacy; Loyalty; Restaurant
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References
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Ali-Alsaadi, A. A., Cabeza-Ramírez, L. J., Santos-Roldán, L., & González-Mohíno, M. (2025). Understanding customer loyalty in fast-food restaurants: Exploring the moderating effect of relational benefits in the United Arab Emirates. SAGE Open.
Campbell, S., Greenwood, M., Prior, S., Shearer, T., Walkem, K., Young, S., Bywaters, D., & Walker, K. (2020). Purposive sampling: Complex or simple? Research case examples. Journal of Research in Nursing, 25(8), 652–661.
Darmayasa, G. N. A. R., & Yasa, N. N. K. (2021). The influence of relationship marketing on customer loyalty: Customer satisfaction as a mediation variable. International Research Journal of Management, IT & Social Sciences, 8(6), 648–660. https://doi.org/10.21744/irjmis.v8n6.1963
Doğan, M. (2023). The effect of relationship marketing practices on customer loyalty in the food service industry: A qualitative study on senior sales and marketing professionals. Journal of Tourism and Gastronomy Studies, 11(2), 1516–1536. https://jotags.net/index.php/jotags/article/view/1664
Ginting, S. T. U. A. (2020). Pengaruh pemasaran industri UMKM di era digital terhadap tingkat pembelian konsumen. Jurnal Ekonomi, Sosial & Humaniora, 2(4), 124–
Grönroos, C. (1997). Keynote paper From marketing mix to relationship marketing: Towards a paradigm shift in marketing. Management Decision, 35(4), 322–339. https://doi.org/10.1108/00251749710169729
Gummesson, E. (2000). Total relationship marketing (2nd ed.). Woburn, MA: Butterworth-Heinemann, Elsevier Science.
Hasnin, E. A. H. (2025). The impact of online apps hotels, customer wellbeing and customer citizenship behavior: A mediating role of customer intimacy. Journal of Ecohumanism, 4(2), 156–177.
Imkome, E.-U. (2025). The double burden of stressful life events among professional nurses: Public mass shootings during the COVID-19 pandemic. International Journal of Qualitative Studies on Health and Well-being, 20(1), Article 2504477.
Keevaney, W. J., Moriarty, S. E., & Duncan, T. R. (1995). Marketing (2nd ed.). Englewood Cliffs, NJ: Prentice Hall, Inc.
Liu, Q., Chan, K.-C., & Chimhundu, R. (2024). From customer intimacy to digital customer intimacy. Journal of Theoretical and Applied Electronic Commerce Research, 19(4), 3386–3411.
Purnami, N. M., & Nurcaya, I. N. (2025). Exploring the drivers of customer loyalty in the restaurant industry: A systematic literature review and future research agenda. Jurnal Ilmiah Manajemen dan Bisnis, 10(1).
Pudjiharjo, W. J. (2004). Customer relationship marketing (CRM) sebagai solusi ekstensi industri pelayanan kesehatan di masa depan. Makalah disajikan pada Seminar Fakultas Kesehatan Masyarakat, Universitas Airlangga.
Rahardjo, E., & Purnomo, Y. (2024). Culinary success: Leveraging digital marketing to transform the food industry. European Journal of Cultural Studies, 20(2), 15–22.
Rozi, A. F., Sularso, R. A., & Dimyati, M. (2014). Dampak elemen customer relationship marketing terhadap loyalitas pelanggan Rumah Makan Bebek 88. Jurnal Ilmiah
Wibowo, S. (2006). Implementasi relationship marketing pada industri hospitality. Jurnal Utilitas, 14(2), 178–196.
Published
2025-07-28
How to Cite
Syahputra, N., & Permatasari, B. (2025). IMPROVING RELATIONSHIPS TO ENHANCE CUSTOMER LOYALTY AT WARUNK BARBARKU RESTAURANT. Journal of Management : Small and Medium Enterprises (SMEs), 18(2), 1391-1399. https://doi.org/10.35508/jom.v18i2.21135
Section
Articles
