RELATIONAL BENEFIT, KEPUASAN, DAN LOYALITAS PELANGGAN PADA BENGKEL PT HONDA DEWATA MOTOR

Abstract

Providing customer satisfaction consistently could make customers become loyal to the company.  Loyal customers were the source of income and they would help the company to survive in the business com­petition. Relationship marketing was a strategy that can be used to achieve these goals, through re­la­tional benefits strategy. The company could give the benefit from relationship between companies and cus­­tomers. This study analyzed relationship marketing in the workshop of PT Honda Dewata Motor through 153 respon­dents. The results show that confidence benefits and social benefits have positive e­ffect on cus­tomer sa­tis­faction. Special treatment benefits had no significant effect on customer sa­tis­fac­tion and loyalty to workshop. Customer satisfaction had positive impact to customer loyalty significantly .