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The role of relationship marketing to building loyalty on bank customers

Author

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  • Sudirman Zaid

    (Faculty of Economic and Business, Halu Oleo University, Kendari, Indonesia)

Abstract

This study aims to test the role of relationship marketing on customer loyalty. The research used a quantitative approach with the survey method. The population of the research is all customers of BRI Bank in Kendari City Indonesia, where the respondent in this research is 77 customer. The cross-sectional data were collected to measure each variable research. Analysis research used Partial Least Squared (PLS) to test the role of each relationship marketing variable in building customer loyalty. The results explained that;(a) communication has a significant role on trust; (b) handling problem has a non-significant role on trust; (c) communication has a significant role on commitment; (d) handling problem has a non-significant role to commitment; (e)trust has a significant role on commitment; (f) communication has a non-significant role on loyalty; (g) handling problem has a non-significant role on loyalty; (h)trust has a significant role to customer loyalty; and (i) commitment has a significant role on loyalty. This study also found that the problem handling variable has no role in building customer loyalty. This study concludes that the BRI Bank is still not good at handling problems with its customers and the variables of trust and commitment play a significant role in mediating the role of communication in building customer loyalty. Key Words: Relationship Marketing, Communication, Handling Problem, Trust, Commitment, Loyalty.

Suggested Citation

  • Sudirman Zaid, 2020. "The role of relationship marketing to building loyalty on bank customers," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 9(3), pages 26-33, April.
    • Handle: RePEc:rbs:ijbrss:v:9:y:2020:i:3:p:26-33
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