Relationship Marketing Model on BTPN Wow Product Marketing and Its Effect towards Customer Satisfaction and Loyalty

Siti, Fatonah Relationship Marketing Model on BTPN Wow Product Marketing and Its Effect towards Customer Satisfaction and Loyalty. Prosiding The 1st International Conference and Call for Paper on Insuring Sustainable Business Strategy. ISSN 979-26-0284-4

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Abstract

The current relationship marketing model has begun to be accepted as one of the tools to assess the systematic marketing process of a company. This research was conducted to see the relationship marketing model implementation of Evans and Laskin on BTPN WoW Product Marketing which is the latest digital banking product from BTPN Bank. The research method used is mix method which is qualitative and quantitative. The qualitative method is used to determine the implementation of Evans and Laskin's relationship marketing model on BTPN WoW marketing products which consists of relationship marketing input. While the quantitative method is used to determine relationship marketing outcomes by looking at the influence of relationship marketing and service to customer satisfaction and loyalty using multiple regression by SPSS. The results show that BTPN WoW products are products that meet market needs, especially for business people who want to further develop their businesses and individual customers who want to start entrepreneurship (understanding customer expectation), agency system (building service partnership), providing added value to customers (Total Quality Management), BTPN WoW Marketers routinely visit agents (empowering employees). Relationship marketing outcome from BTPN WoW product marketing shows that relationship marketing and service quality have positive significant effect on customer satisfaction.The relationship marketing and customer satisfaction have positive significant effect on customer loyalty but the quality service has negative significant effect towards customer loyalty. Keywords: Relationship Marketing;Customer Satisfaction;Customer Loyalty, Banking

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