Customer’s Emotional Bond Effects of Customer Loyalty on Cross Industry

Abstract

Nowadays, the rapid development of business world makes the competitions more increasing and challenging for each competitive company in running the business activities. Emotional bonds strategy which is done by PT. Bank Negara Indonesia, Tbk is development strategy by combining two or more goods or services to be a new product with extra value. BNI cooperates with a soccer club, Chelsea FC, by making products of pay-ment-cards with Chelsea series as brand combination in BNI. This research aims to (1) know the description about emotional bonds strategy, (2) know the description about emotional bonds in BNI’s customers, (3) know the description of loyalty level of BNI’s customers, (4) gain findings regarding how big emotional bonds influences the customers’ loyalty of BNIChelsea credit cards in Indonesian supporters of Chelsea’s fans club in Bandung. The object of this research is the customers of BNI-Chelsea credit cards in Indonesian supporters of Chelsea’s fans club in Bandung. The research is a descriptive verification with quantitative ap-proach and the method which is used is explanatory survey with simple random sampling technique, with 70 customers of BNI-Chelsea credit cards as the amount of the sample. The technique which is used to analyze the data is path analysis with a computer software, SPSS, as the tool. The results of this research show that emotional bonds influence the customers’ loyalties. From investigating the hypothesis examination, it can be known that emotional bonds positively influence the customers’ loyalties as BNI-Chelsea credit cards’