Pengaruh relationship marketing terhadap kepuasan nasabah (studi pada nasabah Asuransi Jiwa Bersama Bumiputera 1912 Cabang Singosari) / Aditya Priyo Handoko
| Main Author: | Aditya Priyo Handoko |
|---|---|
| Other Authors: | 1. SUDARMIATIN ; 2. MADZIATUL CHURIYAH |
| Format: | PeerReviewed |
| Bahasa: | ind |
| Terbitan: |
Skripsi (Sarjana)--Universitas Negeri Malang. Jurusan Manajemen
, 2008
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| Subjects: | |
| Online Access: |
http://mulok.library.um.ac.id/oaipmh/../home.php?s_data=Skripsi&s_field=0&mod=b&cat=3&id=34684 |
Daftar Isi:
- Relationship marketing is one of marketing strategies wich fouces on keeping good relationship with customers, suppliers, and distributions. This stategy is, in fact, an alternative of the avaible strategis. This strategis is used in the purpose of increasing the customers satisfaction, due to the principles of the relationship marketing in wich it emphasizes the maintenance and attractiveness of the laong-term relationship. This research attemps to study the influence of banding, empathy, reciprocity, trust and commitment wich all of the form of marketing relationship torward the customers satifaction. The sample is consist of 110 people in asuransi jiwa Bumiputra, using convenience and statistical method of multiple regression. The result shows that there is a positive influence from emapathy, reciprocity, and commitment. However, the bonding and trust do not have any influence toward the customers satisfaction. Managerial implication is also discussed in this article.