Naili Farida_abstract_1422010

MODEL  IKATAN HUBUNGAN, NILAI PELANGGAN TERHADAP
LOYALITAS NASABAH PADA BANK PEMERINTAH
DI JAWA TENGAH

Naili Farida
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Diponegoro Semarang
Jl. Imam Bardjo, SH. No.1 Semarang

Korespondensi dengan Penulis:
Naili Farida: Telp./ Fax.+62 24 845 0334
E-mail: Faridanaili@ymail.com

Abstract
The study discussed about the integration of relational bonding, relational quality, on service quality and customer loyalty at the state-owned bank in Central Java. The locations of research included Semarang City, Surakarta City, and Cilacap City. Research method used multi stage sampling. The sample of research counted 278 customers of Regular Saving from Bank Negara Indonesia (BNI), Bank Mandiri, Bank Rakyat Indonesia, Bank Tabungan Negara, and Bank Pembangunan Central of Java. The hypothesis test in this research employed descriptive analysis and Structural Equation Modeling (SEM). The descriptive analysis had loading factor and 5 % significance rate. The objective of research was to understand and to analyze the relational bonding between the Bank customers through corporate image, customer value, and relational quality as well as service quality on customer loyalty. The state-owned banks in Central Java already used this model. Result of research, related to the result of SEM analysis, indicated that the relevancy of relational bonding, corporate image, customer value, and service quality had significant effect on customer loyalty. Therefore, this model should be developed by the state-owned banks to increase the customer loyalty.

Key words: relational bonding, corporate image, customer value, relational quality, service quality, customer loyalty

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