The Influence of Relationship Marketing Orientation on Consumer Loyalty: a Study in Bank Mandiri
ANDHIKA, LUTHFI (Adv.: Bernardinus Maria Purwanto, Dr., MBA), Bernardinus Maria Purwanto, Dr., MBA
This research is a quantitative study aimed to find out the influence of Relationship Marketing Orientation (RMO) to the loyalty of the customers of Bank Mandiri. Bank Mandiri has earned the reputation of being the biggest bank in Indonesia and has won numerous awards, but its customer loyalty index was fallen behind Bank BCA. The research adopted what Alrubaiee and Al-Nazer (2010) had done in Jordan. The researcher modified the model and added factors in the Customer Loyalty (Y variable). The researcher also used the behavioral loyalty as the customer loyalty preference and merged the combination of multi-dimensional customer relationship model to the gender as the moderating variable to investigate the effect to Bank Mandiris customers and its influence on the loyalty factors.
The objects of this research are Bank MandiriÂ’s customers in Jakarta, Balikpapan, Yogyakarta and others, selected randomly through email distribution. The data used in this study is primary data, obtained by distributing online survey with non-probability, purposive sampling method. The researcher also used secondary data that is collected from the Internet site, the results of individual studies or observation, magazines, literature and other media. A total of 265 respondents had participated in the survey.
Data analysis had been carried out using SPSS21, to test 2 (two) hypotheses; Relationship Marketing Orientation would have significant positive influence to Customer Loyalty and; gender would moderate the influence of Relationship Marketing on the customer loyalty.
The result of the first hypothesis testing using linear regression analysis indicates that there is a significant positive influence of customer relationship marketing towards customer loyalty. For the second hypothesis testing, gender only moderates the influence of bonding, communication, and satisfaction of the dimensional scale of RMO to the customer loyalty
Kata Kunci : Relationship Marketing Orientation, customer loyalty, Marketing Management, Consumer Behavior.
