RELATIONSHIP MARKETING DAN LOYALITAS NASABAH:
STUDI PADA NASABAH BRI SYARIAH MALANG
Fakultas Ekonomi Universitas Islam Negeri Malang
Jl. Gajayana No.50 Malang
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One of strategies used by BRI Syariah Malang in emulation of banking world was focusing itself in constructing relationship with customers by applying relationship marketing. It was hoped to get the customers in the final purpose. Relationship marketing could be developed into three steps, financial benefits, social benefits, and structural benefits. This research was to know the influence of relationship marketing which consisted of financial benefits, social benefits, and structural benefits towards customer loyalty in BRI Syariah of Malang. The total sample was 100 respondents. The analysis system used was the double regression model. The result of the double linear regression analysis was that the writer found out that financial benefit, social benefits and structural benefits influenced customer loyalty at BRI Syariah of Malang simultaneously. Besides, the most influencing variable was social benefits.
Key words: relationship marketing, customer loyalty