The Effect of Relationship Marketing Implementation on Customer Loyalty

U Sahnas, R Wahdiniwaty

ICOBEST 2021 - Digitalization and Opportunities in The Tough Time - ISBN 978-623-95562-1-1


One approach taken to create customers by creating a value proposition or value proposition is either in the form of goods, services or both. Business growth at this time is getting faster and requires companies to make changes that occur, the main problem facing companies today is how companies can find customers and retain them. The marketing process can be done so that the company can survive and develop. A good parameter for the development and profit of a business process is the continuation of customer satisfaction. New customer loyalty is harder to get than retaining existing customers, so customer loyalty is very important for the success of a company's business. The purpose of this study is to be able to contribute to policy making related to efforts to build good relationships with customers. this study used a quantitative approach and questionnaire survey was used to collect data from customer in BPR Bandung. In the implementation of this research will be used descriptive-causal research method. The conclusion from the results of this study on the company being researched is the coefficient of determination obtained Kd = 69.9%, this means that Relationship Marketing has an influence / contribution to Customer Loyalty in the company.

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