How the relationship marketing dimension affects customer loyalty at the Palangka Raya branch office of PT Bank Rakyat Indonesia

Authors

  • Salamiah Salamiah Universitas Palangka Raya
  • Meitiana Meitiana Universitas Palangka Raya
  • Yoga Manurung Universitas Palangka Raya

Keywords:

relationship marketing, trust, commitment, communication, conflict management, customer loyalty

Abstract

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

Downloads

Download data is not yet available.

References

Arslan, I. K. (2020). The importance of creating customer loyalty in achieving sustainable competitive advantage. Eurasian Journal of Business and Management, 8(1), 11–20.

Brett, J. M., & Mitchell, T. (2020). Searching for trustworthiness: culture, trust and negotiating new business relationships. International Journal of Conflict Management, 31(1), 17–39.

Denga, E. M., Vajjhala, N. R., & Rakshit, S. (2022). Relationship selling as a strategic weapon for sustainable performance. In Sales Management for Improved Organizational Competitiveness and Performance (pp. 78–101). IGI Global.

Elizar, C., Indrawati, R., & Syah, T. Y. R. (2020). Service quality, customer satisfaction, customer trust, and customer loyalty in service of Paediatric Polyclinic over Private H Hospital of East Jakarta, Indonesia. Journal of Multidisciplinary Academic, 4(2), 105–111.

Elvi, F., Sabela, F. N., & Giovanni, J. (2023). THE EFFECT OF THE EXISTENCE OF 35 CONVENIENCE STORES ON CHANGES IN CONSUMER INTERESTS IN SEKADAU DISTRICT. Jurnal Ekonomi, 12(02), 1689–1694.

Fadli, M. F., & Giovanni, J. (2021). Pengaruh Kualitas Layanan, Nilai Pelanggan, Customer Relationship ManagemenT (CRM) Terhadap Kepuasan Pelanggan Dan Loyalitas Pelanggan (Studi Pada PT. BPR Prima Multi Makmur). Jurnal Ekonomi Integra, 11(2), 152–163.

Ferdinand, A. (2014). Metode penelitian manajemen: Pedoman penelitian untuk penulisan skripsi tesis dan desrtasi ilmu manajemen.

Ghozali, I. (2016). Aplikasi analisis multivariete dengan program IBM SPSS 23.

Jameaba, M.-S. (2022). Digitalization, Emerging Technologies, and Financial Stability: Challenges and Opportunities for the Indonesian Banking Industry and Beyond.

John, S. P., & De Villiers, R. (2022). Factors affecting the success of marketing in higher education: a relationship marketing perspective. Journal of Marketing for Higher Education, 1–20.

Khan, R. U., Salamzadeh, Y., Iqbal, Q., & Yang, S. (2022). The impact of customer relationship management and company reputation on customer loyalty: The mediating role of customer satisfaction. Journal of Relationship Marketing, 21(1), 1–26.

Kotler, P., & Armstrong, G. (2017). Principles of Marketing. In Pearson (17th Editi). Pearson Education.

Lee, N. R., & Kotler, P. (2019). Social marketing: Behavior change for social good. Sage Publications.

Mujahidin; Yusuf Rian; Sutaguna, I. Nyoman Tri; Sampe, Ferdianndus, M. A. (2022). The Effect of Relationship Marketing and Relationship Quality on Customer Loyalty (Bank Muamalat Indonesia). Technium Soc. Sci. J., 38, 312.

Nadya, N. A. (2020). The effect of experiential marketing on customer loyalty: The role of customer satisfaction as a mediator. Journal of Business Studies and Mangement Review, 4(1), 27–33.

Oktaviana, E., Sintani, L., & Sambung, R. (2022). Pengaruh Perencanaan Strategis Terhadap Kinerja Organisasi Melalui Komitmen Personil (Studi Pada Dinas Tanaman Pangan, Hortikultura dan Peternakan, Dinas Ketahanan Pangan, Dinas Perkebunan Provinsi Kalimantan Tengah). JSM: Journal Sains Manajemen, 11(2), 13–28.

Omene, G. R. (2021). Conflict management strategies as a prerequisite for effective organizational performance: An exploratory analysis. International Journal of Business & Law Research, 9(4), 187–199.

Rejekiningsih, T. W., Kurnia, A. S., & Sugiyanto, F. X. (2022). Analysis of efficiency of intermediation functions from financial institutions and consumer surplus of funds in Indonesia. International Journal of Economics and Finance Studies, 14(1), 377–408.

Sashi, C. M. (2021). Digital communication, value co-creation and customer engagement in business networks: a conceptual matrix and propositions. European Journal of Marketing, 55(6), 1643–1663.

Singh, V. D. (2021). An overview on brand loyalty and customer loyalty. ACADEMICIA: An International Multidisciplinary Research Journal, 11(12), 34–39.

Sugiyono. (2017). Metode Penelitian Bisnis (Pendekatan Kuantitatif, Kualitatif, Kombinasi dan R&D). In Metodelogi Penelitian.

Supriyanto, A., Wiyono, B. B., & Burhanuddin, B. (2021). Effects of service quality and customer satisfaction on loyalty of bank customers. Cogent Business & Management, 8(1), 1937847.

Tijjang, B., Junaidi, J., Nurfadhilah, N., & Putra, P. (2023). The Role of Brand Love, Trust, and Commitment in Fostering Consumer Satisfaction and Loyalty. FWU Journal of Social Sciences, 17(1).

Toendan, R. Y., & Nahan, N. (2023). The Role of Customer Trust in Mediating the Influence of Service Quality on Customer Loyalty of Express Laundry Members Palangka Raya. Jurnal Pengabdian Pancasila (JPP), 2(3), 169–184.

Wanebbriyanti, R. (2022). Pengaruh Lingkungan Kerja Dan Disiplin Kerja Terhadap Kinerja Pegawai Dinas Pertanian Dan Ketahanan Pangan Kota Palangka Raya. JSM: Journal Sains Manajemen, 11(2), 29–47.

Downloads

Published

2024-05-11

How to Cite

Salamiah, S., Meitiana, M., & Manurung, Y. (2024). How the relationship marketing dimension affects customer loyalty at the Palangka Raya branch office of PT Bank Rakyat Indonesia. JSM: Jurnal Sains Manajemen, 12(1), 9–15. Retrieved from https://e-journal.upr.ac.id/index.php/JSM/article/view/13261

Issue

Section

Articles