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- Title
Analysis of Marketing Capabilities, Relational Marketing, And Company Capabilities in Affecting Customer Retention Consumer Financing Products.
- Authors
KOESWORODJATI, Yudhi; BUDIARTI, Ratu Hedy Syahidah; SURYANA, Popo
- Abstract
The purpose of this study was to analyze and determine the effect of marketing capabilities, relational marketing, and company capabilities in influencing customer retention of bank bjb sharia consumer financing products in the city of Bandung. The research method used is the verification method. The population of this research is customers who have reused consumer financing products of bank bjb sharia in Bandung City, the sample of this research uses simple random sampling method. The results of the study indicate that the analysis of the influence of marketing capabilities on the capabilities of bank bjb sharia companies has a positive or direct influence on the company's capabilities. The results of the analysis of the influence of relational marketing on the capabilities of bank bjb sharia companies have a positive or direct influence on the company's capabilities. The results of the analysis of the influence of marketing ability on customer retention of bank bjb sharia have a positive or direct influence on customer retention.
- Subjects
BANDUNG (Indonesia); CUSTOMER retention; MARKETING; MARKETING research; BANK marketing; CONSUMERS; ISLAMIC law
- Publication
Quality - Access to Success, 2024, Vol 25, Issue 199, p338
- ISSN
1582-2559
- Publication type
Article
- DOI
10.47750/QAS/25.199.37