Relationship marketing dan loyalitas nasabah: Studi pada nasabah BRI Syariah Malang

Asnawi, Nur and Musowir, Abdul (2010) Relationship marketing dan loyalitas nasabah: Studi pada nasabah BRI Syariah Malang. Jurnal Keuangan dan Perbankan, 14 (2). pp. 319-328. ISSN 1410-8089

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Abstract

One of strategies used by BRI Syariah Malang in emulation of banking world was focusing itself in constructing relationship with customers by applying relationship marketing. It was hoped to get the customers in the final purpose. Relationship marketing could be developed into three steps, financial benefits, social benefits, and structural benefits. This research was to know the influence of relationship marketing which consisted of financial benefits, social benefits, and structural benefits towards customer loyalty in BRI Syariah of Malang. The total sample was 100 respondents. The analysis system used was the double regression model. The result of the double linear regression analysis was that the writer found out that financial benefit, social benefits and structural benefits influenced customer loyalty at BRI Syariah of Malang simultaneously. Besides, the most influencing variable was
social benefits.

Item Type: Journal Article
Keywords: relationship marketing; customer loyalty
Divisions: Faculty of Economics > Department of Management
Depositing User: Dian Anesti
Date Deposited: 13 Sep 2019 08:11

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