Service Quality, Customer Relationship Marketing, and Institutional Trust to Engender Customer Loyalty
- 10.2991/iccd-19.2019.130How to use a DOI?
- Service quality, CRM, institutional trust, and loyalty
The objective of this study is to analyze the influence of service quality and the ustomer relationship marketing (CRM) to the institutional trust as well as its impact on the customer loyalty in PT Bank Rakyat Indonesia (BRI). The result of this study shows that the service quality and the customer relationship marketing has influence on institutional trust and loyalty. In conclusions, the institutional trust is an intervening variables that can mediate the effect of variable service quality and the customer relationship marketing on the customer loyalty.
- © 2019, 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
TY - CONF AU - Sri Isfantin Puji Lestari AU - Retnoning Ambarwati PY - 2019/10 DA - 2019/10 TI - Service Quality, Customer Relationship Marketing, and Institutional Trust to Engender Customer Loyalty BT - Proceedings of the 6th International Conference on Community Development (ICCD 2019) PB - Atlantis Press SP - 498 EP - 501 SN - 2352-5398 UR - https://doi.org/10.2991/iccd-19.2019.130 DO - 10.2991/iccd-19.2019.130 ID - Lestari2019/10 ER -