The Effect of Service Marketing on Loyalty of Bank Nagari Customers

Ulul Azmi, Susi Evanita, Yasri .

Abstract


This study examines the effect of service marketing on loyalty. This research is causative study with a population of 7.440 respondents. Analytical technique used is path analysis to know the effect of service marketing on loyalty of Bank Nagari customers branch siteba. The sample of this research is 380 respondents selected by using proportional random sampling technique. Technique analysis data in this research is used by path analysis through program of SPSS.

The results of the study prove that: (1) product, price, place, promotion, people, and process has a significant effect on loyalty; (2) physical evidence has no significant effect on loyalty

Keywords


Product, Price, Place, Promotion, People, Process, Physical Evidence, Loyalty

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Copyright (c) 2018 Ulul Azmi

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This work is licensed under a Creative Commons Attribution 4.0 International License.