Analisis Pengaruh Relationship Marketing, Perceived Value dan Customer Satisfaction Terhadap Customer Loyalty

Susanna, Susanna (2011) Analisis Pengaruh Relationship Marketing, Perceived Value dan Customer Satisfaction Terhadap Customer Loyalty. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

This research was conducted to analyze the impact of relationship marketing, perceived value, customer satisfaction to customer loyalty on the five largest banks in Indonesia. Bank which was taken in this research, such as Bank Mandiri, BRI, BCA, BNI, and Danamon. The statistical methods used to test the research hypothesis is a multiple regression method with more than one independent variable units. As an independent variable is the relationship marketing which consists of four dimensions of commitment; communication; conflict handling; and trust, customer satisfaction and perceived value while as the dependent variable is the customer. The primary data obtained directly from the object of research. The respondents were all customers at five banks. Questionnaires were distributed 250 questionnaires. The sampling method used is based on the non-probability sampling. Results showed that relationship marketing, customer satisfaction, and perceived value are affect customer loyalty. Keywords: Relationship marketing, Customer satisfaction, Perceived value and Customer loyalty.

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