Pengaruh relationship marketing terhadap customer retention bank aceh syariah di kota banda aceh

Hasbi, Afrial (2018) Pengaruh relationship marketing terhadap customer retention bank aceh syariah di kota banda aceh. Masters thesis, Institut Pertanian Bogor.

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Abstract

The Islamic Sharia law has been implemented in Aceh for 12 years and used in all aspects of life including banking sectors. The growing competition leads bank to increase their customer satisfaction in order to retain the customer. Aceh Sharia Bank needs to follow the development of marketing strategy that has grown rapidly by implementing relationship marketing strategy that aimed to retain its customers. The purpose of this research is to analyze the influence of relationship marketing (quality service, communication, and trust) to customer retention and to formulate managerial implications in case to increase customer retention Aceh Sharia Bank in Banda Aceh City. Sample collection method in this study is used based on non-probability sampling method which is convenience sampling. The number of respondents in this research are 150 respondents which are obtained based on rule of thumb. Respondents were taken 5 from 10 branches of Aceh Sharia Bank in Banda Aceh City. The independent variable used in this study are consist of quality service, communication and trust, while the dependent variable is customer retention. Data processing and analysis performed in this study is the descriptive quantitative analysis assisted by SEM and LISREL 8.72 software as the tool of analysis. The results show that there are positive and significant effects of each variable namely quality service, communication, and trust to customer retention. These results indicate that the better quality of service, communication, and trust given by the bank to customers will keep customers using Aceh Sharia Bank, or customer retention rate to Aceh Sharia Bank is higher. To achieve the expected performance targets, it is necessary to have strategic planning supported by relationship marketing that focuses on developing and maintaining long-term relationships with customers. The strategy should be able to realize the creation of customer retention through relationship made by improving the quality of service, harmonious communication, enhancing customer trust by continuously providing information in a transparent manner and always giving a sense of security when transacting, increasing satisfaction by always giving sincere attention the employee of Aceh Sharia Bank will be able to increase customer retention. Customer retention can be realized if Aceh Sharia Bank continuously learns to provide customers’ needs and improve service quality so that customers can be satisfied with banking services from Aceh Sharia Bank. Thus, customer satisfaction is achieved so that it expected that they become loyal customers at Aceh Sharia Bank and retain at it.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Bank Syariah, hubungan pemasaran, kepercayaan, komunikasi, kualitas layanan, retensi pelanggan, SEM, software LISREL Communication, Customer Retention, Quality Service, Relationship Marketing, Sharia Bank, Trust.
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 05 Dec 2018 02:23
Last Modified: 05 Dec 2018 02:23
URI: http://repository.sb.ipb.ac.id/id/eprint/3178

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