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Pengaruh Customer Relationship Marketing Terhadap Customer Satisfaction Dan Customer Retention Pada PT. Bank Riau Kepri Cabang Pasar Pusat Pekanbaru

The study was conducted at the Bank Riau Kepri In the city of Pekanbaru, Which is Represented by Bank Riau Kepri branch of Pasar Pusat in Pekanbaru. The purpose of this study was to analyze the level of customer satisfaction and customer retention through customer relationship marketing. Defining quality indicators and factors that are considered essential for the dimensions customer relation marketing and expectations management in internal service quality in the banking system in the city of Pekanbaru. Measuring the differences in the application service quality in the order to increase customer satisfaction and customer retention.

The population in this study are all customer of Bank Riau Kepri of Pasar Pusat, the numbers of sample taken were 100 respondents the analysis technique use in this study is independent sample T-test.

From the test result show that customer relationship marketing make a significant impact and no significant effect on customer satisfaction and customer retention.

With customer relationship marketing variables relating customer satisfaction and customer retention of Bank Riau Kepri should improve empathy, trust, communication and conflict handling to answer the expectation are expected by the customer. So in the future bank Riau Kepri will create relation in the longer term and built an excellent image of Bank Riau Kepri as the best regions bank.

Keyword : Customer Relationship Marketing, Customer Satisfaction and CustomerRetention

Ketersediaan
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Perpustakaan Universitas Riau 10 04. 116 (0003)
10 04. 116 (0003)
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
10 04. 116 (0003)
Penerbit
Pekanbaru : Universitas Riau - PASCASARJANA – Manajemen Pemasaran.,
Deskripsi Fisik
xii, 109 hlm.: ill.; 29 cm
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
10 04. 116 (0003)
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
PASCASARJANA (MAGISTER) MANAJEMEN PEMASARAN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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