The Role of Information Technology and Integrated Marketing Communication on Client Retention With Commitment as a Mediator in The Indonesian Forwarding Industry

Abstract

The forwarding industry in Indonesia faces challenges of low client retention due to intense competition and weak integration between information technology (IT) and marketing communication. This study aims to examine the mediating role of commitment in the relationship between IT and integrated marketing communication (IMC) on client retention. Using a quantitative approach with a causal-explanatory design, data were collected from 200 respondents consisting of marketing directors, customer relationship managers, and operational managers of forwarding companies that are members of the Indonesia National Freight Forwarders Association (INFA). Data analysis employed Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 3.0. The results confirmed all hypotheses. IT and IMC have a positive and significant effect on client commitment, with IMC showing a stronger influence than IT. Commitment proved to be the strongest predictor of client retention and acted as a partial mediator in the effects of IT and IMC on retention. These findings confirm that commitment serves as a central psychological mechanism that strengthens the impact of technology and communication investments on client loyalty. This study provides theoretical contributions to the Commitment-Trust Theory and practical implications for forwarding managers to allocate resources toward client commitment-building programs, such as long-term contracts and responsive two-way communication