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RIO ERLANGGA SUDIRO
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RELATIONSHIP MARKETING: THE EFFECT OF RELATIONAL BONDS ON CUSTOMER LOYALTY THROUGH RELATIONSHIP QUALITY AND THE ROLE OF SWITCHING COSTS AS MODERATING (STUDY CASE OF BNI CUSTOMER)
Abstrak (Bhs. Indonesia)
Tujuan dari penelitian ini adalah untuk menganalisis pengaruh fianancial bonds, social bonds, structural bonds pada customer loyalty melalui relationship quality dan switching costs sebagai moderasi. Jenis penelitian ini adalah metode survei. Penelitian ini dilakukan di Purwokerto. Populasi dari penelitian ini adalah pelanggan BNI di Purwokerto. Penelitian ini menggunakan 173 responden. Teknik sampling yang digunakan adalah convenience sampling. Structural Equation Modelling (SEM) digunakan untuk menganalisis variabel. Mengacu pada hasil analisis SEM, dapat disimpulkan bahwa social bonds dan financial bonds tidak berpengaruh positif terhadap relationship quality, untuk structural bonds memiliki pengaruh positif yang signifikan pada relationship quality dan relationship quality memiliki pengaruh positif yang signifikan terhadap customer loyalty. Switching costs melemahkan secara signifikan pada hubungan antara relationship quality dan customer loyalty.
Abtrak (Bhs. Inggris)
The purpose of research was to analyze the effect of financial bonds, social bonds, structural bonds on customer loyalty through relationship quality and the role of switching costs as moderating. Type of this research was a survey method. This research was conducted in Purwokerto. Population of this research was customer of BNI in Purwokerto. This research used 173 respondents. Sampling technique used was convenience sampling. Structural Equation Modelling (SEM) was used to analyze the variables. Refers to the result of SEM analysis, it can be concluded that social bonds and financial bonds had no positive effect on relationship quality, for the structural bonds had a significant positive effect on relationship quality and relationship quality had a significant positive effect on customer loyalty. Switching costs weaken the relationship between relationship quality and customer loyalty.
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