The impact of service quality and marketing on customer loyalty in banking sector, Aceh-Indonesia

• Main Authors: Yusmita, Fifi, Sanjeevkumar, Virmala
• Format: Article
• Language: English
• Published: IJRCM 2012
• Subjects: HD28 Management. Industrial Management; HG Finance
• Online Access: http://repo.uum.edu.my/6075/1/Fi_yus.pdf; http://repo.uum.edu.my/6075/; http://www.ijrcm.org.in/
• Institution: Universiti Utara Malaysia

Banks play a significant role in the economy, making up one of the biggest provider of services in the lndonesia economy.Hence, providing better service quality and planning marketing strategic are vital as banks have to compete for customers.This research explores the impact of relationship service quality, and marketing on customer loyalty in banking context.A survey of customers of banking sector, Nonggroe Aceh Darussalam province, lndonesia was conducted to determine the significance and influence of the underpinning of the relationship services quality such as tangibles, reliability, responsiveness, empathy,assurance and the relationship of strategic marketing likely strategic on product, strategic marketing on price, strategic marketing on location and strategic marketing an promotion.A total of 75 of usable questionnaire were obtain from a total of 100 questionnaires' distributed.The finding show that the all variables namely tangibles, reliability, responsiveness, empathy, assurance, strategic marketing on product, strategic marketing on price, strategic marketing on location and strategic on promotion were important in determinig and influencing customers loyalty since the results of the research showed that customers loyalty are related to all variables namely tangibles, reliability, responsiveness, empathy, assurance, strategic marketing on product, strategic marketing on price,strategic marketing on location and strategic marketing on promotion, therefore bank needs to consider these factors and provide customers loyalty other facilities that are essentials for attracting customers.