The Influence of Relationship Marketing Dimensions on Customer Loyalty of PT. Prudential Life Assurance Agency Kendari 2

Ifin  Naim; Irdawati Irdawati

doi:10.54443/sj.v1i5.69

Authors

Ifin Naim Universitas Sulawesi Tenggara, Indonesia
Irdawati Universitas Lakidende, Indonesia

DOI:

https://doi.org/10.54443/sj.v1i5.69

Keywords:

Influence of Relationship, Marketing Dimensions, Customer Loyalty

Abstract

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.

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