Digitalisasi Layanan dan Pemasaran Strategik dalam Membangun Loyalitas Pelanggan pada Industri Jasa: Studi Pustaka
DOI:
https://doi.org/10.61722/jiem.v4i11.13360Keywords:
Pemasaran Digital, E-Service Quality, Kepuasan Kepercayaan, Loyalitas PelangganAbstract
Penelitian ini bertujuan mengidentifikasi serta menyintesiskan hubungan antara pemasaran digital kualitas layanan elektronik kepuasan kepercayaan dan loyalitas pelanggan pada industri jasa. Menggunakan pendekatan kualitatif dengan desain tinjauan naratif serta data empiris lapangan penelitian ini menggabungkan perspektif Relationship Marketing Theory dan Service-Dominant Logic. Hasil sintesis literatur dan wawancara mendalam pada RSUD dr. Darsono Pacitan dan Kantor Pos Pacitan menunjukkan bahwa pemasaran digital berperan membentuk ekspektasi awal sedangkan e-service quality memastikan pengalaman transaksi yang andal. Kepuasan dan kepercayaan terbukti bertindak sebagai variabel mediasi penting yang menjembatani pengaruh digitalisasi terhadap loyalitas pelanggan. Temuan ini menegaskan perlunya harmonisasi strategi promosi dan operasional nyata meskipun cakupan kajian masih terbatas pada dua institusi layanan publik di daerah. Implikasi praktis kajian ini memberikan panduan bagi pengelola jasa untuk menyelaraskan informasi daring dengan kinerja operasional guna menjaga hubungan jangka panjang bersama konsumen.
Kata kunci: Pemasaran Digital; E-Service Quality; Kepuasan Kepercayaan; Loyalitas Pelanggan
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