Analysis Of Quality Of Services, Relational Marketing And Handling Switching Cost As A Force Marketing To Improve Bank Customers’s Loyalty In West Surabaya

Abstract

This study aims to examine and analyze the influence of service quality, Relational Marketing and Handling Switching Cost as a Marketing Force for Banking in Increasing Bank Customer Loyalty in West Surabaya. The unit of analysis in this study is the Government and Private Bank customers in West Surabaya. Respondents in this study were 125 people who were determined by Quota Sampling, while the sampling technique was Accidental Sampling. Data is collected using a questionnaire distributed to customers who are used as respondents. Then the data was analyzed using statistical aids (SPSS 22). The quality of service in Government and private banks in West Surabaya is good, but still needs to be improved. Relational marketing carried out by the bank is in line with customer expectations. Handling switching costs in banks are already good so there is a reluctance of customers to move. Service quality has a significant effect on customer loyalty, as well as Relational Marketing and handling switching costs have a significant effect on loyalty. The rapid development of the banking world has resulted in intense competition between banks. Therefore each bank strives to retain its customers through efforts to increase customer loyalty. Customer loyalty is a banking power in increasing its marketing. One of the efforts made by banks in increasing loyalty is to provide satisfaction through good service quality and good marketing relationships. Keyword: Quality od Service, Relational Marketing, Handling Switching Cost