Analysis of the influence of relationship marketing tactics implemented by Citibank Indonesia to create relationship quality on customer trust, satisfaction, switching cost and their implications toward citibank indonesia credit card customer loyalty
The purpose of this research was to study and analyze the relationship marketing tactics implemented by citibank indonesia to create relationship marketing quality on customer trust, customer satisfaction, switching cost and their implications towards citibank indonesia credit card customer loyalty. The main purpose of this research is to find correlation between variables and determine the significant variables to impact customer loyalty. The primary data was obtained by distributing the questionnaires to all 120 citibank indonesia credit card holders, while secondary data was obtained mainly from literature reviews. The data was analyzed using spss, amos structural equation model (sem), and descriptive analysis to see the features of data collected and their relationship towards customer loyalty. The result showed that relationship marketing tactics significantly impact customer loyalty through customer satisfaction. But customer trust and switching cost has less implication towards customer loyalty.
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