Analisis Relationship Marketing, Penanganan Keluhan Dan Citra Perusahaan Pengaruhnya Terhadap Loyalitas Nasabah PT BPR Sentral Arta Asia Lumajang
DOI:
https://doi.org/10.32528/issh.v2i3.425Keywords:
Relationship Marketing, Complaint Handling, Corporate Image, Customer LoyaltyAbstract
The banking industry is currently experiencing very tight competition, especially between commercial banks and rural banks. The small scale of BPRs requires BPRs to continue to improve business transformation and maintain their corporate image so that they are not unable to compete with commercial banks because currently there are many commercial bank products and services that target the scope of micro-enterprises such as the KUR (People's Business Credit) program. So that in the pandemic situation that started in 2019 it was found that the number of BPRs in Indonesia had decreased. Customer loyalty is an important component of the banking industry, because with customer loyalty a bank can save a lot of time, money and business effort in finding new customers. Loyalty itself comes from customer satisfaction for the services that have been provided because satisfied customers will spread the good news about our banking business offerings to others. This study aims to determine the effect of relationship marketing, complaint handling and corporate image on customer loyalty at PT BPR Sentral Arta Asia Lumajang. The research method used in this study is multiple linear regression analysis by conducting the t test and the coefficient of determination (R2). The results of the analysis in this study indicate that relationship marketing, complaint handling and corporate image have a positive and significant effect on customer loyalty at PT BPR Sentral Arta Asia Lumajang.
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