PENGARUH KUALITAS LAYANAN, MARKETING RELATIONSHIP DAN HANDLING SWITCHING TERHADAP LOYALITAS NASABAH BRI KEDUNGADEM KABUPATEN BOJONEGORO

Abstract

This study aims to determine and improve the quality of services, marketing relationships and
switching handling of customers loyalty at Bank BRI Kedungadem Bojonegoro. In addition to test
and handle changes in service quality, relationship and handling either partially or simultaneously
to customer loyalty at Bank BRI Kedungadem Bojonegoro Regency. Sampling technique using
accidental sampling is sampling is done by giving a questionnaire to the customers encountered at
the time. In this study the number of samples obtained as much as 100 customers. The method used
is descriptive statistics and type of this research is expalanatory research. The result of data analysis
shows the variable of service quality, marketing reliability, handling switching to customer loyalty
of Bank BRI Kedungadem Bojonegoro Regency in good condition. Quality of service, marketing
relationships, handling of switching simultaneously significantly influence customer loyalty Bank
BRI Kedungadem Bojonegoro regency. Service quality partially has a significantly influence on
customer loyalty, while marketing relations and handling of switching is partially insignificant to
customer loyalty at Bank BRI Kedungadem Bojonegoro Regency.

Keywords : quality of services, marketing relationship, switching handling, customers loyalty