Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi (JEMBA)
Vol. 2 No. 1: Januari 2023

PERAN KEPUASAN NASABAH DALAM MEMEDIASI PENGARUH CUSTOMER RELATIONSHIP MARKETING TERHADAP LOYALITAS NASABAH

Nova Ch. Mamuaya (Fakultas Ekonomi dan Bisnis, Universitas Negeri Manado)
Bertha I. Mundung (Fakultas Ekonomi dan Bisnis, Universitas Negeri Manado)

Article Info

Publish Date
12 Jan 2023

Abstract

The purpose of this study was to determine the role of customer satisfaction in mediating the influence of customer relationship marketing on customer loyalty at Bank SulutGo Manado City. The sample of this study was 100 people, the data collection technique used a questionnaire with a Likert Scale and Path Analysis techniques for data analysis. The results show that customer relationship marketing has a significant effect on customer satisfaction, customer relationship marketing has a significant effect on customer loyalty and customer satisfaction has a significant effect on customer loyalty. The results also show that customer satisfaction mediates effect of customer relationship marketing on customer loyalty

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Journal Info
Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi (JEMBA)
Website

Abbrev

JEMBA

Publisher

bajang Institute

Subject

Economics, Econometrics & Finance

Description

JEMBA for Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi, published by Bajang Institute. Published in two formats, print and online, both of which are published six times in one year. The scope of the journal studies broadly includes: Economy, Management, Business and ...