THE EFFECT OF RELATIONSHIP MARKETING AND SERVICE QUALITY OF CUSTOMER SATISFACTION AND ITS IMPACT ON CUSTOMER LOYALTY IN BANK BPD BALI RENON

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I Made Prasetya Nugraha
Putu Kepramareni
I Nengah Suardhika

Abstract

The purpose of this study is to examine and analyze the effect of relationship marketing, service quality on customer satisfaction, influence relationship marketing, service quality on customer loyalty, influence of customer satisfaction on customer loyalty. This research was conducted at the Bali Regional Development Bank (BPD) in 2019. Analysis of the data used in this study was Partial Least Square (PLS). The results showed that Relationship marketing has a positive and significant effect on customer satisfaction. Service quality has a positive and significant impact on customer satisfaction. Relationship marketing has a positive and significant impact on customer loyalty. Service quality has a positive and significant impact on customer loyalty. Customer loyalty has a positive and significant impact on customer loyalty.

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