Analisis Pengaruh Realtional Benefit Approach Terhadap Loyalitas Nasabah Tabungan Bank Mandiri

Wihartanto, Radityo (2010) Analisis Pengaruh Realtional Benefit Approach Terhadap Loyalitas Nasabah Tabungan Bank Mandiri. S1 thesis, STIE Indonesia Banking School.

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In order to have a competitive advantage in banking industries, it is very important to build customer loyalty for the banking industries because it can give benefit in the long term. In building customer loyalty, it is needed a marketing strategy that has a better understanding of the customer, and it is called relationship marketing. The relationship marketing approach has several factors that determine the success of relationship marketing, one of them is relational benefit approach. Relational benefit is received by customer from maintaining relationships with service providers can be divided into confidence benefit, social benefit, and special treatment benefit. The relational benefit with 3 type categories can affect customer loyalty. Therefore, this research generally intends to examine the affect of relational benefit approach toward customer loyalty on Mandiri Bank. This research based on research model which was developed by Hennig-Thurau, Gwinner, dan Gremler (2002) with the title understanding relationship marketing outcomes used an integration of relational benefit and relationship quality. The main focus in this research is only on the first order variables of Hennig-Thurau, Gwinner, dan Gremler (2002) model that is relational benefit

Item Type: Thesis (S1)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: KODEPRODI61201#Manajemen
Depositing User: Mrs. Deli Apsa
Date Deposited: 02 Nov 2020 07:28
Last Modified: 02 Nov 2020 07:28

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