PUTRI, WIELDA PUTRI (2013) PENGARUH DIMENSI RELATIONSHIP MARKETING TERHADAP LOYALITAS NASABAH BANK RAKYAT INDONESIA DI SIDOARJO. Undergraduate thesis, STIE PERBANAS SURABAYA.
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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
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 18 May 2017 10:43 |
| Last Modified: | 18 May 2017 10:43 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/1341 |
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