Analisis pengaruh aktivitas pemasaran relasional terhadap loyalitas konsumen : studi kasus : Nasabah Bank Mandiri

Deskripsi

This research discusses the effect of relationship marketing activities to customer loyalty. Elements of relationship marketing that are used in this research are trust, commitment, communication, and conflict handling. This research is a quantitative research with a descriptive and cross-sectional design. Wilcoxon Signed-Rank Test and Multiple Linear Regression in SPSS 16.0 program have been used to process the data. The result of this research shows that trust and conflict handling affect significantly to customer loyalty whereas commitment and communication do not affect customer loyalty among the customer of Mandiri Bank. Overall, the performance of Mandiri Bank is below of its customer expectation. Therefore, to enhance it performance, Mandiri Bank is expected to empower its employees by officer and staff development program.Ada tabel