PRABANDARI, Ratih (2017) The Effect Of Relationship Marketing And Brand Credibility On Customer Loyalty And Word Of Mouth: Role Of Customer Satisfaction As Intervening Variable (Survey on Customers of Bank Mandiri in Purwokerto). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This research was entitled “THE EFFECT OF RELATIONSHIP MARKETING AND BRAND CREDIBILITY ON CUSTOMER LOYALTY AND WORD OF MOUTH: ROLE OF CUSTOMER SATISFACTION AS INTERVENING VARIABLE (Survey on Customers of Bank Mandiri in Purwokerto)”. The aims of research were to analyze the effect of relationship marketing and brand credibility on customer loyalty and word of mouth with customer satisfaction as intervening variable. Type of this research uses survey. Population of this research was all customers of Bank Mandiri in Purwokerto. Sampling technique of this study used interval estimate technique and the opinion by Hair et al., so it could be determined that sample size within study was 150 respondents. Furthermore, technique data analysis of this study used Structural Equation Model (SEM) analysis. Based on the result of data analysis, it could be concluded that relationship marketing as well as brand credibility has a positive effect on customer satisfaction, relationship marketing has no effect on word of mouth, relationship marketing as well as brand credibility has a positive effect on customer loyalty, customer satisfaction has no effect on word of mouth, customer satisfaction has a positive effect on customer loyalty, customer satisfaction not mediates the effect of relationship marketing on word of mouth, customer satisfaction mediates the effect of relationship marketing on customer loyalty, customer satisfaction mediates the effect of brand credibility on customer loyalty, and customer loyalty has a positive effect on word of mouth. Refers to these conclusions, it could be implied that as an effort to increase the customer satisfaction and loyalty, management of Bank Mandiri in Purwokerto needs to make priority on the relationship marketing and brand credibility policies. Furthermore, in order to improve the word of mouth communication, management of Bank Mandiri in Purwokerto needs to pay more attention on the customer loyalty policy. The ways can be done by maintain and strengthen the relationship marketing quality and build two ways communication with the customer, always follow up the consumer complaints optimally, provide security and convenience to consumers associated with the services provided and a good personal relationship.

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