RELATIONSHIP MARKETING DAN LOYALLITAS NASABAH: STUDI PADA NASABAH BRI SYARIAH MALANG

Nur Asnawi, Abdul Musowir

Abstract


One of strategies used by BRI Syariah Malang in emulation of banking world wasfocusing itself in constructing relationship with customers by applying relationship market-ing. It was hoped to get the customers in the final purpose. Relationship marketing could bedeveloped into three steps, financial benefits, social benefits, and structural benefits. Thisresearch was to know the influence of relationship marketing which consisted of financialbenefits, social benefits, and structural benefits towards customer loyalty in BRI Syariah ofMalang. The total sample was 100 respondents. The analysis system used was the doubleregression model. The result of the double linear regression analysis was that the writerfound out that financial benefit, social benefits and structural benefits influenced customerloyalty at BRI Syariah of Malang simultaneously. Besides, the most influencing variable wassocial benefits.

Keywords


relationship marketing, customer loyalty

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