PENGARUH DIMENSI RELATIONSHIP MARKETING TERHADAP KEPUASAN DAN LOYALITAS NASABAH (Studi Kasus Pada BPR Argodana Pudak Payung Semarang)

Abstract

The purpose of this research is to analyze and determine the effect of communication, partnership, trust, conflict complain on customer satisfaction and to analyze and determine the effect of communication, partnership, trust, conflict complain and customer satisfaction on customer loyalty. The population in this study is the BPR customers Argodana Pudak Umbrella Semarang, while the population as much as 96 respondents obtained by using purposive sampling technique. The type of data used is primary data, using the method of data collection questionnaire.The results of analysis by using path analysis is communication, partnership, trust, conflict complain effect on customer satisfaction. Communication, partnership, trust, complain conflict and affect customer satisfaction on customer loyalty. customer satisfaction is among the intervening variablesinfluence of partnership on customer loyalty, however, customer satisfaction is not an intervening variable between the influence of communication, trust and conflict complaint on customer loyalty.

Keywords

• Communication
• Partnership
• Trust
• Conflict Complain
• Satisfaction
• Customer