MEMBANGUN LOYALITAS NASABAH MELALUI KUALITAS RELASIONAL BERBASIS PADA MANFAAT- MANFAAT RELASIONAL YANG DIBERIKAN KEPADA NASABAH (studi Empiris pada Nasabah BpR Agung sejahtera semarang)

Abstract

This study aimed to examine the influence of Social benefits, Special Services benefits, Trust benefits in customer satisfaction, customer satisfaction to

the next customer commitment, and how it impacts the customer's commitment to positive WoM communication and Customer Loyalty. This study focused on the

customer's credit in the Great Prosperous Rural Semarang, which has been a customer for over a year. Furposive sampling technique was taken on the grounds

that: the respondents had sufficient experience with a relationship bank, so it can answer the questions posed. The number of respondents that can be processed in this

study amounted to l2l people. Processing the datausing SPSS for Windows Ver.16. The results showed that there are two hypotheses are rejected, the hypothesis of the

impact of the benefits of dedicated service to the customer satisfaction (h2) and the impact of positive WOM communication to Loyalty G7). As for hypothesis: Social

Benefits, and Trust in customer satisfaction (hl, h3) proved significant; Effect of Customer Satisfaction on Customer Commitment (h4) alro p.ouid significant, and

commitment to positive woM communication (h5) and Loyalty (h6) also proved significant. Each of influence between these variables showed a positive direction.

So the results of this study prove that loyalty and positive WoM communication can be built from the Customer Commitment, and Customer Commitment can be

achieved if customers are satisfied and is essentially a relational benefits, namely: social benefits and trust benefits perceived by customers.

Keywords: Relational Benefits, Customer Satisfaction, Customer Commitment, Positive WOM Communication, and Customer Loyalty.