Universitas Bhayangkara Jakarta Raya

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Machdar, Nera Marinda (2026) A Systematic Literature Review on the Role of Relationship Marketing and Distribution Channels in Enhancing Customer Satisfaction. Journal of Economics, Finance and Management Studies, 9 (5). pp. 2347-2355.

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Abstract

This study aims to systematically analyse the role of relational marketing and distribution channels in enhancing customer satisfaction based on relevant scientific literature. The method employed is a systematic literature review (SLR) using the PRISMA approach, involving the identification, selection, and evaluation of scientific articles published between 2015 and 2025. A total of 38 selected articles were analysed using thematic synthesis techniques to identify patterns of relationships between variables. The results indicate that relational marketing contributes to customer satisfaction through the dimensions of trust, commitment, and communication, whilst distribution channels play a role through the aspects of efficiency, product availability, and channel integration. Furthermore, it was found that the integration of relational marketing and distribution channels contributes more comprehensively to creating customer satisfaction than if the two were analysed separately. The study’s conclusion affirms that an integrated marketing approach combining relational and distributional aspects is an effective strategy for enhancing customer satisfaction. This study makes a conceptual contribution to the development of marketing literature as well as providing practical implications for companies in designing customer-oriented marketing strategies.

Item Type:	Article
Subjects:	Ilmu Sosial > Ekonomi > Akuntansi
Divisions:	Fakultas Ekonomi dan Bisnis > Magister Akuntansi
Depositing User:	Prof. Dr. Nera Marinda Machdar
Date Deposited:	16 Sep 2026 00:48
Last Modified:	16 Sep 2026 00:48
URI:	http://repository.ubharajaya.ac.id/id/eprint/41137

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