MEMBANGUN LOYALITAS NASABAH MELALUI KUALITAS RELASIONAL BERBASIS PADA MANFAAT-MANFAAT RELASIONAL YANG DIBERIKAN KEPADA NASABAH (Studi Empiris pada BPR Agung Sejahtera Semarang)

Abstract

This study aimed to examine the influence of Social benefits, Special Services benefits,
Trust benefits in customer satisfaction, customer satisfaction to the next customer
commitment, and how it impacts the customer's commitment to positive WoM communication
and Customer Loyalty. This study focused on the customer's credit in the Great Prosperous
Rural Semarang, which has been a customer for over a year. Purposive sampling technique
was taken on the grounds that: the respondents had sufficient experience with a relationship
bank, so it can answer the questions posed. The number of respondents that can be processed
in this study amounted to 121 people. Processing the data using SPSS for Windows Ver.16.
The results showed that there are two hypotheses are rejected, the hypothesis of the impact of
the benefits of dedicated service to the customer satisfaction (h2) and the impact of positive
WOM communication to Loyalty (H7). As for hypothesis: Social Benefits, and Trust in
customer satisfaction (h1, h3) proved significant; Effect of Customer Satisfaction on Customer
Commitment (h4) also proved significant, and commitment to positive WOM communication
(h5) and Loyalty (h6) also proved significant. Each of influence between these variables
showed a positive direction. So the results of this study prove that loyalty and positive WoM
communication can be built from the Customer Commitment, and Customer Commitment can
be achieved if customers are satisfied and is essentially a relational benefits, namely: social
benefits and trust benefits perceived by customers.