THE EFFECT OF RELATIONSHIP MARKETING DIMENSIONS ON SATISFACTION (Case of ASN in Pemda KBB)
Moch. Lukmanul Hakim, Ratih Hurriyati, Mokh. Adieb Sulthan, Lili Adi Wibowo

Universitas Pendidikan Indonesia (UPI)

Abstract

ABSTRACT
The marketing strategy that involves companies and customers that continue to experience development, and is relevant to the current business situation is the Relationship Marketing strategy, which is a marketing strategy that seeks to foster closer relationships with customers, this strategy aims to create, maintain and improve reciprocal relationships with customers and interested parties. In this study, the researchers chose BJB Bandung because for now, many people choose the bank to conduct all kinds of financial transactions. For this reason, it needs to be analyzed to what extent customers are satisfied with relationship marketing that has been given by BJB Bandung bank. The population in this study is the State Civil Apparatus (ASN) in the Regional Government of West Bandung Regency (KBB Regional Government), totaling 100 people. Sampling was done by total sampling technique this research uses a quantitative method. Using the structural equation method model - partial least square SEM - PLS. Research shows of the five variables from the relationship marketing dimensions, namely trust, commitment, communication, competence and, conflict handling influence customer satisfaction.

Keywords: Relationship Marketing, Trust, Comitment, Communication, Competence, Conflict Handling dan Costumer Satisfaction.

Topic: Marketing Management