PENGARUH DIMENSI RELATIONSHIP MARKETING TERHADAP KEPUASAN DALAM MENINGKATKAN LOYALITAS NASABAH TABUNGAN PADA BANK JATIM DI SURABAYA
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
MAKDALENA, MAKDALENA
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2017-05-18 10:21:26
Abstract :
Increasing competition among providers of banking products and services in Indonesia is not only due global competition. In the other hand, customers are price conscious, and too many choices of products and services offered by the Bank. In this research, relationship marketing is recommended as a strategy that can help the Bank in the global competition today. The aim of this research is to examination the influence of relationship marketing dimension which including trust, commitment, communication and personalization to satisfaction and loyalty. 125 Questionnaire gathered data were examined by using AMOS 20.00 software in structural equation modeling style and all of the assumptions were confirmed. Based on the result, there are no significant positive relationsip between trust, commitment, communication and personalization to satisfaction. In the other hand, there are significant positive relationship between satisfaction to loyalty. So, high level satisfaction increase the customer loyalty. Keyword: RelationshipMarketing,Trust,Commitment,Communication, Personalization,Satisfaction,Loyalty.
Increasing competition among providers of banking products and services in Indonesia is not only due global competition. In the other hand, customers are price conscious, and too many choices of products and services offered by the Bank. In this research, relationship marketing is recommended as a strategy that can help the Bank in the global competition today. The aim of this research is to examination the influence of relationship marketing dimension which including trust, commitment, communication and personalization to satisfaction and loyalty. 125 Questionnaire gathered data were examined by using AMOS 20.00 software in structural equation modeling style and all of the assumptions were confirmed. Based on the result, there are no significant positive relationsip between trust, commitment, communication and personalization to satisfaction. In the other hand, there are significant positive relationship between satisfaction to loyalty. So, high level satisfaction increase the customer loyalty. Keyword: RelationshipMarketing,Trust,Commitment,Communication, Personalization,Satisfaction,Loyalty.
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