PENGARUH PEMASARAN RELASIONAL TERHADAP LOYALITAS PELANGGAN DENGAN MEDIASI KUALITAS RELASIONAL (STUDI PADA NASABAH PRIORITAS BANK DI INDONESIA)

Widiyanti Permata Lestari, Endang Ruswanti

Abstract


ABSTRACTA large number of banks to make people more flexibility in choosing the best bank. People are increasingly free to move from one bank to another, so that the level of customers at a bank keloyalitasan decreasing, whereas the effort and costs incurred to retain customers is cheaper than the effort and costs incurred to acquire new customers. Relationship marketing is one answer to the problems tersebut.Pemasaran relational marketing is a principle that emphasizes and strives to maintain long-term good relations with pelanggan.Penelitian aims to, (1) analyze the effect of relationship marketing (competence, communication, conflict resolution) on the quality relational, (2) analyze the effect of relationship marketing on customer loyalty with quality relational mediation, and (3) analyze the effect of relational quality on loyalty pelanggan.Penelitian conducted by collecting quantitative data through a questionnaire distributed to 130 responden.Obyek research is a priority customer of Bank CIMB Commerce Icon Alam Sutera, using purposive sampling technique Sampling.Pada this study conducted two studies using linear regression and Structural Equation Model. The results showed that, (1) relational marketing consists of competence, communication and conflict handling significant influence and positive impact on the quality of relational, either partially or simultaneously, (2) relational marketing significant influence and positive impact on customer loyalty mediated by relational quality, and (3) the quality of relational positive and significant effect on customer loyalty.Keywords: relational marketing, competence, communication, conflict management, relational quality, and customer loyalty.ABSTRAKBanyaknya jumlah bank menjadikan masyarakat semakin leluasa dalam memilih bank yang terbaik. Masyarakat semakin leluasa berpindah dari satu bank ke bank lain, sehingga tingkat keloyalitasan nasabah pada suatu bank semakin menurun, padahal usaha dan biaya yang dikeluarkan untuk mempertahankan pelanggan lebih murah daripada usaha dan biaya yang dikeluarkan untuk mendapatkan pelanggan baru. Pemasaran relasional adalah salah satu jawaban dari permasalahan tersebut.Pemasaran relasional adalah prinsip pemasaran yang menekankan dan berusaha untuk menjaga hubungan baik jangka panjang dengan pelanggan.Penelitian ini bertujuan untuk, (1) menganalisa pengaruh pemasaran relasional (kompetensi, komunikasi, penanganan konflik) terhadap kualitas relasional, (2) menganalisa pengaruh pemasaran relasional terhadap loyalitas pelanggan dengan mediasi kualitas relasional, dan (3) menganalisa pengaruh kualitas relasional terhadap loyalitas pelanggan.Penelitian dilakukan dengan mengumpulkan data kuantitatif melalui kuesioner yang dibagikan ke 130 responden.Obyek penelitian adalah nasabah prioritas Bank CIMB Niaga Icon Alam Sutera, dengan menggunakan teknik penentuan sampel Purposive Sampling.Pada penelitian ini dilakukan dua studi dengan menggunakan metode Regresi Linier dan Structural Equation Model. Hasil penelitian menunjukkan bahwa, (1) pemasaran relasional yang terdiri dari kompetensi, komunikasi dan penanganan konflik berpengaruh secara signifikan dan positif terhadap kualitas relasional, baik secara parsial maupun serempak, (2) pemasaran relasional berpengaruh secara signifikan dan positif terhadap loyalitas pelanggan yang dimediasi oleh kualitas relasional, dan (3) kualitas relasional berpengaruh secara signifikan dan positif terhadap loyalitas pelanggan.Kata kunci: Pemasaran relasional, kompetensi, komunikasi, penanganan konflik, kualitas relasional, dan loyalitas pelanggan.

Full Text:

PDF

References


DAFTAR PUSTAKA

Aaker, David A. (1996), “Building Strong Brands”. Free Press. New York.

Abubakar, M.M., Sany S.M.M., Aliyu O.A. (2013). “The Role of Long-Term Orientation and Service Recovery on the Relationships between Trust, Bonding, Customer Satisfaction and Customer Loyalty: The Case of Nigerian Retail Banks”. Asian Social Science.Volume 10, Number 2, December.

Alrubaiee, L. (2008). “Investigate the Impact of Relatonship Marketing Orientation on Customer Loyalty: The Customer’s Perspective”. International Journal of Marketing Studies.

Bejou, D., Wray B., Ingram T. N. (1996). “Determinants of Relationship Quality: an artificial neural network analysis”. Journal Business Research.,

Berry, L.L. (1983), “Relationship marketing”, in Berry, L.L., Shostack, G.L. and Upah, G.D. (Eds), Emerging Perspectives of Services Marketing.American Marketing Association. Chicago.

Bowen, J.T., Shiang-Lih, C. (2001). “The Relationship Between Customer Loyalty and Customer Satisfaction”,International Journal of Contemporary Hospitality Managemen, Vol. 13.

Chan, S. (2003).“Relationship Marketing; Inovasi Pemasaran yang Membuat Pelanggan Bertekuk Lutut”.Gramedia. Jakarta.

Crosby, L.A., Evans, K.R. & Cowles, D. (1990), “Relationship quality in services selling: an interpesonal influence perspective”. The Journal of Marketing, Vol. 54.

Dick, A.S., & Basu, K. (1994).“Customer Loyalty: Toward an integrated framework”.Journal of the academy of marketing science.

Dwyer, F.R., Schurr & Oh. (1987). “Developing Buyer-Seller Relationships”. Journal of Marketing.

Evan, J.R., Laskin. (1994). “The Relationship Marketing Process: A Conseptualization and Application”. Journal of Industrial Marketing Management, Vol. 23.

Ercis, A., Reza R. (2013). “Influence of Relationship Marketing on Customer Satisfaction and Relationship Quality : The Case Study”. Journal of American Science. Volume 9, Number 5.

Gronroos, C. (1994). “From marketing mix to relationship marketing: towards a pardigm shift in marketing”. Management Decision.Vol. 32 No.2.

Gummesson, E. (1994). “Making Relationship Marketing Operational”.International Journal of Service Industry Management.Vol. 5.

Hair, J.F.Jr., Anderson, R.E., Tatham, R.L. & Black, W.C. (1998).Multivariate Data Analysis 5th Ed. Prentice Hall.New Jersey.

Hennig-Thurau, T. (2000). “Relationship Marketing Success Through Investments in Customers”, in Hennig-Thurau, Thorsten and Ursula Hansen, “Relationship Marketing”. Springer Verlag. Berlin.

Hurriyati.(2005). “Bauran Pemasaran dan Loyalitas Konsumen”.Alfabeta. Bandung.

Jasfar, F. (2002). “Kualitas Hubungan dalam Jasa Penjualan: Pengaruh Hubungan Interpersonal Tenaga Penjualan pada Perusahaan Asuransi Jiwa”. Jurnal Riset Ekonomi dan Manajemen.Vol 2. No 3.

Jesri, P., Freyedon, A., & Motreza, F. (2013). “Effects of Relationship Marketing (RM) on Customer Loyalty (Case Study: Mehr Bank, Kermanshah Province, Iran)”. Interdisciplinary Journal of Contemporary Research in Business.

Jobber, D. & Fahy, J. (2006).“Foundations of Marketing 2nd Edition”.McGraw-Hill Press. New York.

Kandampully, J. & Suhartanto. (2000). “Customer Loyalty in The Hotel Industry, The Role of Customer Satisfaction and Image”. International Journal of Contemporary Hospitality Management.Vol 12.

Kotler, P. (1998). “Museum Strategy and Marketing”. Jossey-Bass, Inc. San Fransisco, CA.

Kotler, P. (2003). “Marketing Management”.Prentice-Hall. New Jersey.

Kotler, P., J. Bowen, & J. Makens. (1996). “Marketing for Hospitality and Tourism”. Upper Saddle River.Prentice Hall. New Jersey.

Lele, M. M., & Sheth, J. N. (1995). “Pelanggan Kunci Keberhasilan”. Mitra Utaman. Jakarta.

Leverin, A. & Veronica L. (2006). “Does Relationship Marketing Improve Customer Relationship Satisfaction and Loyalty ?”. International Journal of Bank Marketing.

Little, E., & Marandi, E. (2003).“Relationship Marketing Management”.Thompson Learning. London.

Manalu, O.R. (2007). “Pengaruh Pemasaran Relasional Terhadap Kepuasan Nasabah Tabungan Britama Pada PT. Bank Rakyat Indonesia (BRI) Tbk. Cabang Iskandar Muda di Medan”. Tesis pada Program Pasca Sarjana Universitas Sumatera Utara (USU). Medan.

Malhotra, N.K. (2004). “Marketing Research: An Applied Orientation”. Prentice Hall. New Jersey.

Morgan, R.M. & Hunt, S.D. (1994), “The commitment-trust theory of relationship marketing”. Journal of Marketing, Vol. 58.

Nazir, M. (2003). “Metode Penelitian Cetakan Kelima”. Ghalia Indonesia. Jakarta.

Ndubisi, N.O., Chan, K.W., Gibson C. (2007). “Supplier-customer relationship management and customer loyalty: The banking indusry perspective”. Journal of Enterprise Information Management. Volume 20, Number 2.

Ndubisi, N.O. (2003). “Service Quality: understanding customer perception and reaction, and its impact on business”. International Journal of Business, Vol.5, No.2.

Ndubisi, N.O. (2004), “Understanding the salience of cultural dimensions on realtionship marketing, its underpinnings and aftermaths”. Cross Cultural Management. Vol.11, No.3.

Ndubisi, N.O., Chan, K.W. & Chukwunonso, N.C. (2004), “Evaluating relationship marketing strategies and customer loyalty”. International Logistics Congress Proceeding. Vol.11. Izmir.

Ndubisi, N.O., & Kahraman, C. (2005), “Teleworking adoption decision-making processes: multinational and Malaysian firms comparison”. Journal of Enterprise Information Management.Vol.18, No.2.

Ndubisi, N.O., Jantan, M., Loo, C.H. & Ayub, M.S. (2005).“Supplier selection and management strategies and manufacturing flexibility”.Journal of Enterprise Information Management.Vol.18, No.3.

Oliver, R.L. (1999). “Whence consumer loyalty?”, Journal of Marketing. Vol.63.

Pritchard, M.P. & Howard, D. (1997). “The Loyal Traveler: Examining a typology of service patronage”. Journal of Travel Research.

Priyatno, D. (2011). “Buku Saku Analisis Statistik Data SPSS. Mediakom Yogyakarta.

Sandjaja & Heriyanto.(2011). “Panduan Penelitian. Edisi Revisi”. Prestasi Pustaka Publisher. Jakarta.

Sarwono, J. (2014). “Riset Skripsi dan Tesis dengan SPSS 22”.Elex Media Komputindo. Jakarta.

Smith, J.B. & Barclay, D.W. (1997).“The Effects of Organizational Differences and Trust on the Effectiveness of Selling Partner Relationships”.Journal of Marketing.Vol.61.

Soetomo, H. (2002). “Expertise, Trust, Commitment and Behaviour Intentions in Relationship Marketing: Case Study North Bandung Dairy Cooperative”.Jurnal Bisnis dan Akuntansi.

Sugiyono.(2007). “Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D”.Alfabeta. Bandung.

Sugiyono.(2011). “Metode Penelitian Kuantitatif, Kualitatif, dan R&D”.Alfabeta. Bandung.

Sugiyono.(2013). “Metode Penelitian Kombinasi (Mixed Methods)”.Alfabeta. Bandung.

Suharso, P. (2007). “Metode Penelitian Kuantitatif untuk Bisnis: Pendekatan Filosofi dan Praktis”. Pusat Pengkajian Kebijakan Teknologi Pengembangan Wilayah BPP Teknologi. Jakarta.

Syah, T.Y.R. (2014). “Fasilitas Partisipasi Provider Sebagai Pembentuk Loyalitas Pelanggan, Dengan Mediasi Kualitas Relasional, dan Dimoderasi Implicit Self Theorist”.Disertasi pada Program Doktoral Universitas Indonesia.Depok.

Syarif, A. (2008). “Pengaruh Pemasaran Relasional Terhadap Kepuasan Pelanggan Pada Asuransi Jiwa Bersama (AJB) Bumiputera 1912 Cabang Medan”.Tesis pada Program Pasca Sarjana Universitas Sumatera Utara (USU). Medan




DOI: https://doi.org/10.52447/mmj.v2i2.403

Refbacks

  • There are currently no refbacks.