Pengaruh Pemasaran Relasional Terhadap Kepuasan Nasabah Tabungan Britama Pada PT. Bank Rakyat Indonesia (BRI), TBK Cabang Putri Hijau Di Medan
| Main Author: | Siregar, Nur Afrina |
|---|---|
| Other Authors: | Ginting, Paham, Simanjuntak, Parulian |
| Format: | Masters |
| Bahasa: | ind |
| Subjects: | |
| Online Access: |
http://repository.usu.ac.id/handle/123456789/21315 |
Daftar Isi:
- PT. Bank Rakyat Indonesia (BRI) Tbk, branch of Puteri Hijau Medan is a banking industry. The rapid banking of Indonesia, state and private, forces PT.Bank Rakyat Indonesia (BRI) Tbk. Branch of Puteri Hijau Medan to complete and to be superior. To reach the goal, there should be collaboration with customers. To increase the satisfaction of customers, it will notice the expectation of customer and the collaboration. The formulation of problem is : (1) How is the effect of relational marketing consisting of expectation of customers, collaboration with customers on satisfaction of customer of Britama saving PT.Bank Rakyat Indonesia, branch of Puteri Hijau Medan ? (2) What factors effecting expectation of c ustomers in Britama saving PT. Bank Rakyat Indonesia, branch of Puteri Hijau Medan ? Theory used in research is theory of relational marketing management related with expectation of customers and collaboration with customers, satisfaction of customers, the experience of last time, desire of customers, word of mouth. The method of data collection used in this research is descriptive quantitative approach, the type of research is descriptive and explanation. The population in this formula Slovin. Method of data collection is interview, distribution of question list and study of docummentation. Model of data analysis used is to answer the hipothesis and multiple linear regression. The result of research in first hipothesis indicated that expectation of customer, collaboration with customers simultaneously or partially effected significantly satisfaction of customers and partial most dominant is expectation of customer. While result of second hipothesis indicated the experience of the past, desire of customer, word of mouth, advertising simultaneously and partially effected significantly the expectation of customers. Partially, the most dominant is experience of the past. The conclusion of this research : (1) Simultaneously the expectation of customer, collaboration with customers effected the satisfaction of customer in Britama BRI, Putri Hijau Medan, (2) Simultaneously experience of the past, desire of customer, word of mouth, advertising effected the customer expectation of Britama BRI, branch of Putri Hijau Medan.
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