ANALISA PENGARUH KUALITAS HUBUNGAN PELANGGAN DAN KEUNGGULAN PRODUK TERHADAP KINERJA PEMASARAN MELALUI KEUNGGULAN BERSAING PRODUK (Studi Empiris pada PT. Bank Mega, Tbk)

AUGUSTIA, Sekarani Yuteva and RAHARDJO, Susilo Toto and SUTOPO, Sutopo (2018) ANALISA PENGARUH KUALITAS HUBUNGAN PELANGGAN DAN KEUNGGULAN PRODUK TERHADAP KINERJA PEMASARAN MELALUI KEUNGGULAN BERSAING PRODUK (Studi Empiris pada PT. Bank Mega, Tbk). Masters thesis, Fakultas Ekonomika & Bisnis.

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Abstract

ABSTRACT In this highly competitive banking industry, every bank needs to create superior value for its customers. The ideal banking industry to improve the quality of customer relationships is a company that wants to optimize profits by closer (customer intimacy) and harmonious relationship with its customers. Thus, the value-added relationship marketing can be optimized in streamlining and streamlining costs to acquire new customers or retain old customers so that the cost and marketing efforts are not in vain and profits can be increased even more. This study specifically examines the effect of customer relationship quality and product excellence on company's marketing performance through competitive advantage in the banking industry. The industry that is used as research object is PT Bank Mega Tbk Regional Semarang. The analytical tool used in this study is the Structural Equation Model (SEM) of the AMOS statistical package. From the research results can be concluded that the quality of relationships influence and positive product superiority to marketing performance. While the competitive advantage does not have a positive effect on marketing performance. At the end of the discussion, the limitations of research and future research agenda can be used as a reference for further study or research. Keywords : customer relationship, competitive advantage, product superiority,marketing performance

Item Type:Thesis (Masters)
Additional Information:Keywords : customer relationship, competitive advantage, product superiority,marketing performance
Uncontrolled Keywords:Keywords : customer relationship, competitive advantage, product superiority,marketing performance
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:School of Postgraduate (mixed) > Master Program in Management
ID Code:75883
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:27 Aug 2019 17:04
Last Modified:27 Aug 2019 17:04

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