Marketing Strategy and Service Quality to Enhance Customer Loyalty in Security Industry

Mulia Agustiani, Niken Intan Pratiwi

Sari


The security industry has become an essential part of modern business operations, where trust and reliability are key elements for maintaining customer relationships. In the era of digital transformation, security service companies are challenged to design effective marketing strategies and deliver excellent service quality to retain customers and strengthen loyalty. This study aims to review and analyze existing literature on the role of marketing strategy and service quality in enhancing customer loyalty within the security industry. Using a qualitative approach through literature review, this research examines studies published between 2020 and 2024. The findings indicate that marketing strategies supported by digital transformation, relationship marketing, and service excellence significantly influence customer loyalty. In addition, consistent communication, professionalism, and technology-based service innovation strengthen clients’ trust and create long-term partnerships.
Keywords:
marketing strategy, service quality, customer loyalty, security industry, digital marketing

Teks Lengkap:

Download PDF

Referensi


Ali, M., & Anwar, G. (2021). The impact of service quality on customer satisfaction and loyalty: Evidence from the service sector. International Journal of Business and Management Invention, 10(8), 45–52.

Bengtsson, M. (2016). How to plan and perform a qualitative study using content analysis. NursingPlus Open, 2, 8–14. https://doi.org/10.1016/j.npls.2016.01.001

Chinomona, R. (2022). Service quality and customer loyalty in the service industry: The mediating role of satisfaction. Journal of Marketing Development and Competitiveness, 16(1), 12–25.

Daryanto, A., & Santosa, M. (2023). Digital transformation and marketing strategy in service industries. Journal of Business Innovation, 12(2), 101–112.

Fauzan, R., & Rahim, M. (2023). Technological innovation and service quality improvement in security management. Journal of Service Research, 9(1), 55–67.

Kotler, P., & Keller, K. L. (2021). Marketing management (16th ed.). Pearson Education.

Lestari, D., & Gunawan, T. (2023). The influence of service quality and trust on customer loyalty in the security sector. Journal of Business and Management Review, 7(4), 205–214.

Nugroho, B., & Mulyani, R. (2021). The effect of marketing communication and service quality on customer loyalty. Journal of Business and Applied Management, 14(3), 88–97.

Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special Issue), 33–44.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.

Rahman, F., & Hermawan, A. (2021). Marketing strategy formulation and implementation in service industries. Indonesian Journal of Management Research, 5(2), 134–145.

Sari, N., & Pramudita, E. (2022). Relationship marketing as a strategy to enhance customer loyalty in security services. Journal of Business and Management Studies, 3(1), 77–86.

Setiono, D., & Hapsari, F. (2023). The role of service quality in maintaining customer trust in the security industry. Journal of Management and Business Review, 8(2), 142–151.

Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333–339. https://doi.org/10.1016/j.jbusres.2019.07.039

Wijaya, R., & Nurhayati, S. (2021). Service quality dimensions and customer satisfaction in private security companies. Journal of Service Science and Management, 14(5), 415–427.




DOI: https://doi.org/10.37531/mirai.v11i1.10386

Refbacks

  • Saat ini tidak ada refbacks.


Flag Counter

Creative Commons License

JURNAL MIRAI MANAGEMENT is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Web Analytics