Analysis on impact of customer satisfaction and loyalty to customer banking relationship by means of customer segmentation - a case study at PT. Bank XYZ, tbk
The main purpose of this research is to study and analyze the influence ofrnCustomer satisfaction and loyalty in increasing customer relationship with thernBank. Following the customer satisfaction measurement to see how far thernPerceived performance of bank xyz has met the expectation of thernCustomers and to identify the correlation of customer loyalty with customer-rnBanking relationship in segment-base.rnPrimary data is obtained by distributing questionnaires to 150 customers ofrnBank xyz in jabodetabek areas. Based on structural equation modelingrnUsing amos, the hypotheses are tested.rnThe results show that customer loyalty has positive correlation with thernIncrease of customer relationship with bank xyz. The element that has mostrnInfluence on customer satisfaction is the service quality and the product andrnPrice itself. However, to meet the customer expectations there are stillrnImprovement needed in rewards and channel. The implication of this researchrnIs that it can provide segment-based customer insight to give closerrnPerspective of customers? Perceptions and their expectations towards thernBank in order to enhance the customer relationship with the bank.
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