CD Tesis

Pengaruh Strategi Customer Bonding Terhadap Customer Satisfaction dan Customer Loyalty Pada PT. Bank Rakyat Indonesia (Persero) Tbk. (Survey Pada Nasabah Tabungan Britama Kantor Cabangtelukkuantan)

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ERINA OCTA DESTHIANI, NIM 1310247599. Bonding Influence Customer Strategy to Customer Satisfaction and Customer Loyalty PT. Bank Rakyat Indonesia (Persero Tbk. (Study on Customer Britama Teluk Kuantan Branch Office), led by Yulia Efni and Sri Restuti.
This study aims to determine the effect on each stage of customer bonding consisting of awareness, identity, relationship, community, and advocacy bonding to customer satisfaction and customer loyalty as well as the influence of customer satisfaction on customer loyalty. Collecting data using questionnaires, from 270 customers Britama determined using purposive sampling method. Data analysis tools using structural equation modeling studies, which meet the assumptions of normality and there is no outlier.
The results showed that every phase of customer bonding has a positive and significant impact on customer satisfaction and customer loyalty. Where awareness, identity, relationship, community, and advocacy bonding effect on customer satisfaction and customer loyalty. Then the relationship between customer satisfaction to customer loyalty is also shown to have a positive and significant impact.
Various things need to be done to strengthen customer bonding, further enhancing customer satisfaction and customer loyalty. It is with regard to advertising, promotional programs, Corporate Social Responsibility for the general public, content and updating the website, as well as community focused on the customer.
Key words: Customer bonding, bonding awareness, identity bonding, bonding relationship, community bonding, bonding advocacy, customer satisfaction, customer loyalty, Bank BRI Teluk Kuantan

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 12.116 (0010)

Penerbit

Pekanbaru : Universitas Riau - Pasca Manajemen Sumberdaya Manusia., 2016

Deskripsi Fisik

xiii, 166 hlm,; ill.: 29 cm

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Klasifikasi

10 12.116 (0010)

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Tipe Media

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