Customer Loyalty: Relationship Marketing, Product Quality, and Brand Image

Abstract

This research aims to examine the relationship marketing and the product quality toward customer loyalty, to examine the brand image as a moderator between the relationship marketing and the product quality. This is descriptive qualitative research by using primary data. The sample consists of the members and customers of Herbalife in the Semarang municipality. They consist of 185 respondents. The instrument test result explains that all instruments are valid and reliable. The findings explain that relationship marketing influences customer loyalty. Meanwhile, product quality influences customer loyalty. However, a brand image could not moderate the relationship marketing and product quality.

Keywords: Relationship marketing, product quality, brand image, and customer loyalty.