PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUASAN DAN RETENSI NASABAH TABUNGAN PADA BANK NAGARI CABANG PEKANBARU

Abstract

Generally, the national economy is facing a tough challenge, global economic conditions are lessfavorable lead to higher competition led in the development of banking sectors. Competition is not only astruggle for loan customers, but also for saving accounts customers and others. The way to maintain the existenceof a company is to manage several factors that can control it called service marketing mix.This research aimedto analyze the effect of service marketing mix on customer’s satisfaction and customer’s retention toward savingaccounts customers in Bank Nagari Pekanbaru. The research was conducted quantitatively with causal anddescriptive research design. The amounts of sample are 154 customers by using proportional stratified randomsampling method. Data collection techniques used in this research is a survey and observation. Measurementscale used is the Likert scale. The data analysis technique used is the analysis of Structural Equation Model(SEM) with LISREL applications.The results showed that all dimensions of service marketing mix affectsignificantly positive toward customer satisfaction except the price. All dimensions of marketing mix is alsoaffect significantly positive on customer retention except for price, place and physical evidence. While customer’ssatisfaction has a significant and positive affect toward customer’s retention.

Keywords: Services Marketing Mix, Retention