How the relationship marketing dimension affects customer loyalty at the Palangka Raya branch office of PT Bank Rakyat Indonesia
Keywords:
relationship marketing, trust, commitment, communication, conflict management, customer loyaltyAbstract
This study aims to analyze the effect of relationship marketing dimensions on customer loyalty at PT. Bank Rakyat Indonesia Palangka Raya Branch Office. The research method used in this study is an associative quantitative method using a causal relationship. The population in this study were customers of Bank BRI Palangka Raya Branch Office, as many as 52,525 people. The sampling technique in this study used accidental sampling, which was included in the non-probability sampling category, using the Roscoe formula calculation. Data analysis used descriptive statistical analysis and multiple linear regression. The study using multiple linear regression analysis shows that trust, commitment, communication, and conflict handling positively and significantly impact customer loyalty at PT. Bank Rakyat Indonesia Palangka Raya Branch Office. The dimensions of relationship marketing have a positive and significant effect simultaneously on customer loyalty at PT. Bank Rakyat Indonesia Palangka Raya Branch Office
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