The Effect of Relationship Marketing and Service Performance on Customer Loyalty with Customer Satisfaction as a Mediating Variable

Abstract

This study purpose to analyze the effect of relationship marketing and service performance on customer loyalty with customer satisfaction as a mediation. The sample in this study was customer savers at Bank Jateng Purbalingga and taken as many as 100 respondents. The analytical tool used is Partial Least Square and hypothesis testing using t test, and mediation test using the Variance Accounted For method. The results of the analysis show that there is an influence of relationship marketing and service performance on loyalty (p value 0.000 and 0.001), there is an effect of relationship marketing service performance on customer satisfaction (p value each 0.000) and there is an effect of customer satisfaction on customer loyalty (0.000). Mediation analysis shows that satisfaction is able to mediate the influence of relationship marketing and service performance on customer loyalty