STUDI RELATIONSHIP QUALITY PADA BANK NAGARI CABANG SIMPANG EMPAT PASAMAN BARAT

Asraf Asraf

doi:10.31846/jae.v4i1.145

STUDI RELATIONSHIP QUALITY PADA BANK NAGARI CABANG SIMPANG EMPAT PASAMAN BARAT

Asraf Asraf

Abstract

The high level of competition in banking sector requires management to implement a good marketing management strategy in order to increase the customers loyalty. Customer loyalty is determined by the high relationship quality. Among the variables that influence the relationship quality is trust, satisfaction and commitment. This study analyzed the effect of these three variables to improve relationship quality on Bank Nagari Simpang Empat Branch. The population is the customers who take a sample of 100 customers. Measurement of variables with instruments which quantified by Likert scale. The results showed that all of the independent variables positive and significant impact on the improvement of relationship quality. The findings of this study provides implications for the management of Bank Nagari Simpang Empat Branch that in order to improve the relationship quality should increase the trust variable, satisfaction and commitment.

Keywords: Relationship Quality, Trust, Satisfaction and Commitment.

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DOI: https://doi.org/10.31846/jae.v4i1.145