This research aimed to examine the impact of relationship marketing strategy on customer loyalty in Indonesia’s
retail industries. A questionnaire derived from previous studies and the relevant literature was completed by
182 retail customers in Jakarta. Multiple regression analysis assessed the impact on customer loyalty of four
key constructs of relationship marketing (trust, commitment, communication, and conflict handling). The two
variables (trust and commitment) had a significant effect and predicted a good proportion of the variance in
customer loyalty. Moreover, they were significantly related to one another. The relationships investigated in this
study deserved further research. Since the data analyzed were collected from one sector of the service industry in
one region, more studies were required before general conclusions can be drawn. It is reasonable to conclude, on
this evidence, that customer loyalty can be created, reinforced, and retained by marketing plans aimed at building
trust, demonstrating a commitment to service, communicating with customers in a timely, reliable and proactive
fashion, and handling