The Social Sciences

Year: 2018
Volume: 13
Issue: 4
Page No. 877 - 882

The Analysis of Relationship Marketing Influence on Loyalty Through Customer Satisfaction of Martabe Savings by Bank of Sumatera Utara in Medan

Authors : Endang Sulistya Rini and Yeni Absah

Abstract: Business competition requires company to improve quality of service to achieve customer loyalty after creating customer satisfaction. Loyal customers are consistent source of income of company through repeated purchases and reduced cost by lowering promotion cost to increase profits. Customer satisfaction cannot be achieved for granted it requires a long process, one of them through relationship marketing strategy. By providing satisfaction to customers, then customer loyalty will be built. The study design is descriptive quantitative and the study population is Martabe savings customers of Sumatra Utara Bank in Medan with a total sample of 150 customers. Respondents were determined by accidental sampling method. Descriptive statistical analysis is used as analytical tool and path analysis is used to test hypothesis. The results show that relational marketing strategy consists of trust, bonding, empathy and reciprocity have simultaneous positive and significant influence on satisfaction and loyalty of Martabe savings customers of Sumatra Utara Bank in Medan. Partially, trust has no significant influence on customer satisfaction, bonding has positive and significant effect on customer satisfaction and empathy has positive and significant impact on customer satisfaction reciprocity has positive and significant influence on customer satisfaction. Trust and empathy have positive and significant impact on customer loyalty while bond and reciprocity have positive and insignificant effect on customer loyalty and customer satisfaction has positive and significant effect on customer loyalty.

How to cite this article:

Endang Sulistya Rini and Yeni Absah, 2018. The Analysis of Relationship Marketing Influence on Loyalty Through Customer Satisfaction of Martabe Savings by Bank of Sumatera Utara in Medan. The Social Sciences, 13: 877-882.

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