Setiawan, Afif Mahardika (2017) The Impact of Relationship Marketing and Service Quality on Customer Satisfaction and Customer Loyalty (Study on Customers of BNI Malang Branch Office). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk: (1) menjelaskan dampak relationship marketing terhadap kepuasan nasabah di BNI, (2) menjelaskan dampak kualitas layanan terhadap kepuasan nasabah di BNI, (3) menjelaskan dampak relationship marketing terhadap loyalitas nasabah di BNI (4) menjelaskan dampak kualitas layanan terhadap loyalitas nasabah di BNI, dan (4) menjelaskan dampak kepuasan nasabah terhadap loyalitas nasabah di BNI. Penelitian ini menggunakan jenis penelitian explanatory research dengan pendekatan kuantitatif. Variabel yang diguanakan yaitu relationship marketing, kualitas layanan, kepuasan nasabah, dan loyalitas nasabah. Pengumpulan data diperoleh melalui penyebaran kuesioner kepada 116 Nasabah BNI Kantor Cabang Malang sebagai responden. Teknik yang digunakan pengambilan sampel adalah purposive sampling dengan kriteria responden yaitu nasabah yang memiliki produk tabungan di BNI Kantor Cabang Malang minimal satu tahun dan melakukan transaksi sedikitnya dua kali perbulan. Analisi data yang digunakan adalah analisis deskriptif dan analisis jalur (path analysis). Hasil penelitian ini menunjukkan: (1) relationship marketing memiliki dampak yang signifikan terhadap kepuasan nasabah di BNI, (2) kualitas layanan memiliki dampak yang signifikan terhadap kepuasan nasabah di BNI, (3) relationship marketing memiliki dampak yang signifikan terhadap loyalitas nasabah di BNI (4) kualitas layanan memiliki dampak negatif yang signifikan terhadap loyalitas nasabah di BNI, dan (5) kepuasan nasabah memiliki dampak yang signifikan terhadap loyalitas nasabah di BNI. Berdasarkan hasil dari penelitian, sebaiknya BNI Kantor Cabang Malang menjaga dan meningkatkan relationship marketing dan kualitas layanan dengan cara memonitoring transaksi yang mencurigakan, meningkatkan kemudahan kepada nasabah, dan meningkatkan konsistensi kinerja.
English Abstract
This research aims to explain: (1) the impact of relationship marketing on customer satisfaction of BNI, (2) the impact of service quality on customer satisfaction of BNI, (3) the impact of relationship marketing on customer loyalty of BNI, (4) the impact of service quality on customer loyalty of BNI, and (5) the impact of customer satisfaction on customer loyalty of BNI. This research uses explanatory research with quantitative approach. The variables used are: relationship marketing, service quality, customer satisfaction and customer loyalty. The data has been obtained through questionnaire which was distributed to 116 customers of BNI Malang Branch Office as respondents. This research uses purposive sampling with respondent’s criteria were saving customers of BNI Malang Branch Office at least in one year and making transactions twice per month. The data analysis uses descriptive and path analysis. The result shows that: (1) relationship marketing has a significant impact on customer satisfaction of BNI, (2) service quality has a significant impact on customer satisfaction of BNI, (3) relationship marketing has a significant impact on customer loyalty of BNI, (4) service quality significantly has a negative impact on customer loyalty of BNI, and (5) customer satisfaction has a significant impact on customer loyalty of BNI. Based on research results, BNI Malang Branch Office have to keep maintain and improve the relationship marketing and service quality through monitoring suspicious transactions, improve the easiness ways to the customers, and improve consistency of performance.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2017/1378/051807813 |
| Uncontrolled Keywords: | Relationship Marketing, Kualitas Layanan, Kepuasan Nasabah, Loyalitas Nasabah-Relationship Marketing, Service Quality, Customer Satisfaction, Customer Loyalty |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 02 Sep 2019 02:13 |
| Last Modified: | 25 Oct 2021 07:54 |
| URI: | http://repository.ub.ac.id/id/eprint/165479 |
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