The Influence of Relationship Marketing Dimensions on Customer Loyalty of PT. Prudential Life Assurance Agency Kendari 2
Main Article Content
Ifin Naim
Irdawati
This study aims to test and analyze empirically the influence of relationship marketing dimensions on customer loyalty at PT. Prudential Life Assurance Agency Kendari 2. This research is explanatory in nature which intends to explain the position of the variables studied and the relationship and influence between one variable and another. The results showed that: (1) Relationship marketing has a significant and positive direct effect on customer loyalty at PT. Prudential Agency Kendari 2. (2) Trust directly has a positive and significant effect on customer loyalty at PT. Prudential Agency Kendari 2. (3) Commitment directly has a positive and significant effect on customer loyalty at PT. Kendari Prudential Agency. (4) Communication directly has a positive and significant effect on customer loyalty at PT. Prudential Agency Kendari 2. (5) Direct handling has a positive but significant effect on customer loyalty at PT. Prudential Agency Kendari 2.
Amin, Yursalam, 2007, Pengaruh Relationship Marketing Terhadap Kepuasan Nasabah Bank Rakyat Indonesia (BRI) Cabang Kendari, Skripsi Program Studi Manajemen Fekon Unhalu, Kendari.
Anderson, J.C. & Narus, J.A (1990). A Model of Distributor Firm and Manufacturer Firm Work- ing Partnerships. Journal of Marketing, vol. 54, pp. 42-58. Retrieved January, from ABI/- INFORM (Proquest) database
Artantie Nadira (2010). Pengaruh Komunikasi, Kepercayaan, Komitmen, dan Penanganan keluhan Terhadap Loyalitas nasabah (Studi Pada nasabah Debitur PD. BPR Tugu Artha Malang). Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Brawijaya. Malang.
Bua, Hasanudin. 2009. Pemasaran Hubungan Tunggal Mandiri. Malang
Chan, S. (2003). Relationship Marketing: Inovasi Pemasaran yang Membuat Pelanggan Bertekuk Lutut. PT. Gramedia Pustaka Utama, Jakarta.
Darsono, L.I. (2004) ‘Loyalty & Disloyalty: Sebuah Pandangan Komprehensif Dalam Analisa Loyalitas Pelanggan’. Kinerja, 8(2): 163-173.
Dawyer, Robert F., 2002, Business Marketing, Connecting Strategy Relationship and Learning, International Ed, New York.
Ellena, Frieda.2011.” Analisis Pengaruh Kepercayaan, Komitmen, Komunikasi dan Penanganan Keluhan Terhadap Loyalitas Nasabah (Studi Pada Nasabah PT. BRI (Persero) Tbk. Cabang Pemalang)”. Fakultas Ekonomi UNDIP.
Fihartini, Yuniarti. .2011.” Pengaruh Kepercayaan dan Kualitas Layanan Terhadap Loyalitas Nasabah Asuransi Di bandar Lampung. Universitas Lampung. Lampung.
Freddy. Rangkuti, 2002, Measuring Customer Satisfactio. Teknik Mengukur Kepuasan Strategi Meningkatkan Kepuasan Pelanggan dan Analisis PL-JP. PT Gramedia Pustaka Tama: Jakarta
Ghozali, Imam, 2005. Analisis Multivariate Dengan Program Spss: Universitas
Gordon, ian., 1998, Relationship Marketing: New Strategy, Technique and technologies to Win The Costumer You Want and Them Forever, Jhon Willey and Sons Canada, Ltd.
Griffin, J. (2005). Customer Loyalty: menumbuhkan dan mempertahankan kesetiaan pelanggan (Terjemahan). Jakarta: Erlangga.
International Journal of Service Industry Management, Vol. 15, No. 5, pp. 460-478.
Hennig-Thurau, T., Gwinenner, K.P., dan Gremler, D.D (2002), “Understanding relationship marketing outcomes: an integration of relational benefits and relationship quality,” Journal of Service Research, Vol. 4, No. 3, February, pp. 230-247.
Imam, Ghozali 2005, Aplikasi Analisis Multivariate dalam Program SPSS Bagian Penerbitan Fakultas Ekonomi Universitas Diponegoro: Semarang.
Jhonson D. Michael. (1997). Customer orientation and market action. New Jersey: Prentice Hall International, Inc.
Karsono. 2006. Pengaruh Manfaat Relasional dan Kualitas Hubungan Terhadap Kesetiaan dan Komunikasi Lisan Pelanggan, Jurnal Bisnis dan Manajemen, Volume 6 No. 1.2006:97-120.
Kotler, Philip. 1994. Manajemen Pemasaran Analisis, Perencanaan, Implementasi, dan Pengendalian, Erlangga. Jakarta.
Lupiyoadi, Rambat. 2011. Manajemen Pemasaran Jasa. Penerbit Salemba: Jakarta. Materi Pru Fast Start.
Maulidi. And Ainun Rofiq. 2012. Pengaruh Relationship Marketing Terhadap Loyalitas Nasabah: Studi PT. Bank Pembangunan Daerah Jawa Timur Tbk Cabang Bawean. Artikel Ilmiah Mahasiswa 2012
Ndubisi, N.O. (2003b). Service Quality: Understanding Customer Perception and Reaction, and its impact on Business. International Journal of Business, vol. 5, no.2. pp. 207-219.
Ndubisi, N.O. (2007, March). Relationship Marketing and Customer Loyalty. Marketing Intelligence & Planning, Vol 25, No. 1, pp. 98-106. Retrieved 2007, From ABI/INFORM (proquest) database
Ramadania, Rust, Roland T. Anthony, J. Zahorik & Timothy L. Keiningham. 2002. “Return On Quality (ROQ): Making Service Quality Financially Accountable”, Journal of Marketing
Sugiyono, 2004. Metode Penelitian Bisnis, Alfabeta. Bandung.
Syarif, Azmaniar. 2008. “Pengaruh Pemasaran Relasional Terhadap Kepuasan Pelanggan (Studi Kasus Asuransi Jiwa Bersama (AJB) Bumiputera 1912 Cabang Medan”. Tesis. Universitas Sumatra Utara.
Tjiptono, Fandi 1997. Manajemen Jasa, Penerbit Andi, Yogyakarta.
Tjiptono, Fandy. 2005. Pemasaran Jasa. Edisi Pertama, Cetakan Pertama Januari. Publishing Malang
Tung, K.Y . 1997. Relationship Marketing Strategi. Kemampuan Labaan jangka Panjang”. Usahawan No. 03. Th. XXVI Maret.
Wang, Yonggui dan Hui Feng. 2012. Customer relationship ManagementCapabilitie
Yau, et al 2012. Is relationship marketing for everyone? Europan journal of marketing Vol. 34 No.9/10, 2000, pp.1111-1127. Diakses 09-01-2015
Yusuf, Hayat. 2007. “Pengaruh Kualitas Layanan terhadap Kepuasan Pelanggan, Citra Perusahaan dan Loyalitas Pelanggan Pada Perusahaan Jasa Penerbangan di Sulaweisi Selatan”. Disertasi. Universitas Brawijaya.
Viklund, Andreas (2009), Definisi Relationship Marketing, didownload dari http://jurnal-sdm.blogspot.com/search/relationship-marketing-definisi-jenis.html.
Zeithaml, Valerie. A and Bitner, Mary Jo., 2000, Service Marketing: Integrated Customer Focus The Firm, USA: Mc Graw-Hill.
