Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)

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The Effect of Relationship Marketing Dimensions on Satisfaction (Case of ASN in Pemda KBB)

Authors
Moch. Lukmanul Hakim, Ratih Hurriyati, Mokh. Adieb Sulthan, Lili Adi Wibowo
Corresponding Author
Moch. Lukmanul Hakim
Available Online 2 September 2021.
DOI
10.2991/aebmr.k.210831.074How to use a DOI?
Keywords
relationship marketing dimensions, customer satisfaction, commitment, communication, ompetence, conflict handling
Abstract

The marketing strategy that involves companies and customers continuing to experience development and is relevant to the current business situation is the Relationship Marketing strategy, a marketing strategy that seeks to foster closer relationships with customers. This strategy aims to create, maintain and improve reciprocal relationships with customers and interested parties. In this study, the researchers chose BJB Bandung because, for now, many people choose the bank to conduct all kinds of financial transactions. Thus, it needs to be analyzed to what extent customers are satisfied with relationship marketing given by BJB Bandung bank. This study’s population is the Government employees (ASN) in the Regional Government of West Bandung Regency (KBB Regional Government), totaling 100 people. Sampling was done by implementing the total sampling technique. This research uses a quantitative method. Using the structural equation method model - partial least square SEM - PLS. Research shows that the five variables from the relationship marketing dimensions, which are trust, commitment, communication, competence, and conflict handling, influence customer satisfaction.

Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
Series
Advances in Economics, Business and Management Research
Publication Date
2 September 2021
ISBN
10.2991/aebmr.k.210831.074
ISSN
2352-5428
DOI
10.2991/aebmr.k.210831.074How to use a DOI?
Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Moch. Lukmanul Hakim
AU  - Ratih Hurriyati
AU  - Mokh. Adieb Sulthan
AU  - Lili Adi Wibowo
PY  - 2021
DA  - 2021/09/02
TI  - The Effect of Relationship Marketing Dimensions on Satisfaction (Case of ASN in Pemda KBB)
BT  - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
PB  - Atlantis Press
SP  - 375
EP  - 379
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210831.074
DO  - 10.2991/aebmr.k.210831.074
ID  - Hakim2021
ER  -