ABSTRACT
There is a lack of consumer loyalty to silver jewellery sellers. One of the strategies to increase loyalty is to conduct relationship marketing, which has an impact on relational benefits. This study aims to measure the effect of relational benefits on customer loyalty at a silver jewellery store. Data collection in this study was carried out by distributing questionnaires to 300 respondents who were customers at a silver jewellery store and who had transacted at the store. The data analysis technique used was a simple linear regression. As one of the few studies discussing jewellery retail, the results of this study show that relational benefits have a significant and positive impact on customer loyalty, at 40.4 per cent. The company is also advised to increase the special treatment benefit to obtain a very good perception with a higher value for the relational benefit variable.
