Open AccessPengaruh Relationship Marketing terhadap Loyalitas Pelanggan pada Nasabah Bank BTPN KCP Sepanjang
Author(s) -
Giina Herdian,
Widyastuti Widyastuti
Publication year - 2018
Publication title -
bisma (bisnis dan manajemen)/bisma (bisnis dan manajemen)
Language(s) - English
Resource type - Journals
eISSN - 2549-7790
pISSN - 1979-7192
DOI - 10.26740/bisma.v6n1.p67-76
Subject(s) - accidental sampling , loyalty business model , business , population , marketing , relationship marketing , loyalty , business administration , marketing management , service quality , service (business) , sociology , demography
Relationship marketing is a process of creating, maintaining and improving the strength of the value-laden relationships with customers and other stakeholders. In relationship marketing strategy there are several variables that can increase customer loyalty to the company. Among them are trust, commitment, communication and conflict resolution. This study aimed to examine the effect of relationship marketing on customer loyalty either partially or simultaneously. The sampling method used accidental sampling. Customer BTPN KCP Sepanjang the population, so the number of samples obtained by 110 customers. Methods of data analysis using multiple linear regression with SPSS software assisted. Results of the analysis in this study shows that there is significant relationship between the variables of trust, commitment, communication and conflict resolution to customer loyalty either partially or simultaneously