The Effect of Relationship Marketing

The Effect of Relationship Marketing towards Customers’ Loyalty Mediated by Relationship Quality (Case Study in Priority Bank in Niaga)

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The Effect of Relationship Marketing towards Customers’ Loyalty Mediated by Relationship Quality (Case Study in Priority Bank in Niaga)

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Abstract A large number of banks let people be more free in choosing the best bank for their needs. People can freely switch from one bank to another which makes the loyalty level of bank customers decrease, even though the efforts and cost spent for maintaining the customers is cheaper than the efforts and cost spent on getting new customers. Relationship is one of the answers to the problem, relationship marketing is a marketing principle which emphasizes and takes effort in maintaining good long term relationship with customers. This research aims to, analyze the influence competence, communication, and conflict handling towards relationship quality, mediated by relationship quality, and towards customer loyalty. The research was conducted by collecting quantitative data through questionnaires distributed to 130 respondents.
Created by:

Endang Ruswanti, Widiyanti Permata Lestari

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