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UEU » Journal » Manajemen Posted by [email protected] at 28/09/2020 13:21:37 • 231 Views
THE EFFECT OF RELATIONSHIP MARKETING TOWARDS CUSTOMER�S LOYALTY MEDIATED BY RELATIONSHIP QUALITY (CASE STUDY IN PRIORITY BANK IN NIAGA)Created by :
Endang Ruswanti ( none ) Widiyanti Permata LestarI
Subject: | PELANGGAN BANK | Alt. Subject : | RELATIONAL QUALITY COMMUNICATION | Keyword: | BANK NIAGA |
Description:
A large number of banks available make people be more freely in choosing the best bank for their needs.
People can be more freely to switch from one bank to another this makes the loyalty level of bank customers
decreased, even though the efforts and cost spent for maintaining the customers cheaper than the efforts and
cost spent for getting new customers. Relationship is one of the answers to the problem, relationship marketing
is a marketing principle which emphasizes and takes effort in maintaining good long term relationship with
customers. This research aims to, analyze the influence competence, communication, and conflict handling
towards relationship quality, mediated by relationship quality, and towards customer loyalty. The research
was conducted by collecting quantitative data through questionnaires distributed to 130 respondents. The
objects of this research were the priority customers at Niaga Bank, and it used purposive sampling technique.
This research conducted by using Structural Equation Model method. The result of this research showed that,
(1) relationship marketing which consists of competence component, communication, and conflict handling
have significant influence and positively towards relationship quality, partially and simultaneously, (2)
relationship marketing have significant influence and positively towards customer loyalty which is mediated
by relationship quality, and (3) relationship quality have significant influence and positively towards customer
loyalty.
Date Create | : | 28/09/2020 | Type | : | Text | Format | : | pdf | Language | : | Indonesian | Identifier | : | UEU-Journal-11_0493 | Collection ID | : | 11_0493 |
Source : DeReMa Jurnal Manajemen Vol. 11 No. 2, September 2016
Relation Collection: Fakultas Ekonomi dan Bisnis
Coverage : Civitas Akademika Universitas Esa Unggul
Rights : @2020 Perpustakaan Universitas Esa Unggul
Publication URL : https://digilib.esaunggul.ac.id/the-effect-of-relationship-marketing-towards-customers-loyalty-mediated-by-relationship-quality-case-study-in-priority-bank-in-niaga-16758.html
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