PENGARUH MANAJEMEN HUBUNGAN PELANGGAN TERHADAP LOYALITAS NASABAH PRIORITAS PADA BANK MANDIRI CABANG TOAR MANADO

Abstract

This research aims to test the significant of customer relationship management consisting of two ways communication component, employees’ attitude, employee’s knowledgeability and service efficiency toward the customer loyalty of Bank Mandiri Cabang Toar Manado priority clients. There are 132 customers participated in this research using purposive sampling. Linear regression is the statistic method used to analyze the data. The results of statistical test show that, partially, independent variables i.e two ways communication components, employees’ attitude, employees’ knowledgeability and service efficiency significantly affect customer loyalty. Likewise, simultaneously, F-test shows that independent variables significantly customer loyalty. However, simultaneous coefficient test finds that only service efficiency that has significant relationship toward customer loyalty, whereas two ways communication component, employees’ attitude and employees’ knowledgeability do not have significant toward customer loyalty.