PENGARUH DIMENSI RELATIONSHIP MARKETING TERHADAP LOYALITAS NASABAH BANK RAKYAT INDONESIA DI SIDOARJO
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
PUTRI, WIELDA PUTRI
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2017-05-18 10:43:23
Abstract :
Recently, more than ever before, strong competition, fragmentation of markets, short life cycles of products and increasing customer awareness and complexity, caused companies to use relationship marketing strategy to create, maintain, and enhance strong relationships with their customers to secure their loyalty. This article aimed to empirically investigate the impact of relationship marketing underpinnings (namely trust, commitment, communication, conflict handling, bonding, shared values, empathy, and reciprocity) on customer loyalty in the banking industry. A survey was conducted, collecting data through a questionnaire containing 33 items that was completed by 130purposive samolingand multiple regression analysis was used for data analysis. In this study not all variables have the significant to customer`s loyality except reciprocity variable. The not significants can be happen because of the used services of bank by the customer is a rule from organization. The research result is only reciprocity has significant influence to the customer loyalty. Key word:Relationship marketing, Customer Loyalty, Banking Industry
Recently, more than ever before, strong competition, fragmentation of markets, short life cycles of products and increasing customer awareness and complexity, caused companies to use relationship marketing strategy to create, maintain, and enhance strong relationships with their customers to secure their loyalty. This article aimed to empirically investigate the impact of relationship marketing underpinnings (namely trust, commitment, communication, conflict handling, bonding, shared values, empathy, and reciprocity) on customer loyalty in the banking industry. A survey was conducted, collecting data through a questionnaire containing 33 items that was completed by 130purposive samolingand multiple regression analysis was used for data analysis. In this study not all variables have the significant to customer`s loyality except reciprocity variable. The not significants can be happen because of the used services of bank by the customer is a rule from organization. The research result is only reciprocity has significant influence to the customer loyalty. Key word:Relationship marketing, Customer Loyalty, Banking Industry
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