Pengaruh Kualitas Layanan Dan Relationship Marketing  Terhadap Loyalitas Nasabah Pada Bank Jatim Cabang Perak Surabaya

Feliks Anggia B.P; Nurul Eka Rachmawati; Hotman Panjaitan

doi:10.30996/jmm17.v3i02.806

Feliks Anggia B.P Mahasiswa Pascasarjana Universitas Brawija Malang
Nurul Eka Rachmawati Mahasiswa Pascasarjana Untag Surabaya
Hotman Panjaitan Dosen Pascasarjana Untag Surabaya

DOI: https://doi.org/10.30996/jmm17.v3i02.806

Abstract

This research talked about client loyalty in the East Java Bank of Perak Branch,
Surabaya. This research was focused on the enhancement of client loyalty based on the
service quality, and relationship marketing. From the testing results on the model in this
research, by using random sampling, structural equation model (SEM) analysis, and the
assistance of software Amos 20, on 100 respondents, it able to explain the correlation
between service quality and relationship marketing on the client loyalty in the East Java
Bank of Perak Branch, Surabaya. Results of research showed that 1) Service quality
significantly affects the Relationship Marketing. 2) Service quality significantly affects the
client loyalty. 3) Relationship Marketing of the East Java Bank of Perak Branch, Surabaya,
significantly affects the client loyalty. 4) Service quality significantly affects the client
loyalty, indirectly through the relationship marketing of the East Java Bank of Perak
Branch, Surabaya.
In this research, it was found the Determination Coefficient (RÂ²) of 0.591, this case shows
that, with the maximal service, and the good relationship marketing between the bank and
the clients will encourage the client loyalty increase of 59.1%.

Key words: Service Quality, Relationship Marketing, and Loyalty.

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