Faktor-Faktor yang Membangun Pemasaran Relasional (Relationship Marketing) Melalui Penanganan Keluhan (Complaint Handling) pada PT Excelcomindo Pratama Tbk Medan

Abstract

The understanding of the needs and the wants of the consumer which haven't completed yet, or the strategy which makes the consumer to be loyal, is the crucial thing must be thought by the company. The aim of this research to analyze the factors which develop the relationship marketing), reveal the dominant factor which effects the development of relationship marketing in the good complain handling to make the consumer satisfaction and consumer loyalty at PT Excelcomindo Pratama Tbk Medan. This is a descriptive research within case study method which supported by survey method. The number of sample are 377.The data is collected by using questionnaire with Likert Scale. Validity and reliability test are using SPSS version 12. Based on the research, the result show that the service variable (X1) and the consumer communicatiQn (X2) influence partially significant and real to the development of the relationship marketing throughout the complain handling at PT Excelcomindo Pratama Tbk Medan. The variable of consumer service (X l) is the dominant variable to the relationship marketing development throughout the complain handling at PT Excelcomindo Pratama Tbk Medan. The analysis employed multiple regression to test the hypotheses used by F Test and T Test at the confidential degree 95% with a 0,05. The hypotheses of this research are: 1. The service factors and consumer communication effect (Simultaneous) positively and significant to the relationship marketing throughout the complain handling at PT Excelcomindo Pratama Tbk Medan. (2) The service factor is the dominant factor which effects the effort the development of the relationship marketing throughout the complain handling at PT Excelcomindo Pratama Tbk Medan. The result of F Test and t Test shows that The service factor and consumer communication has the positive and significant effect to the development of the relationship marketing throughout the complain handling at PT Excelcomindo Pratama Tbk Medan. According to the standardized coefficient amount, revealed that service variable is the dominant factor compared with the consumer communication. The Adjusted R Square of the regression result is 0,129 means that 12,9% the relationship marketing can be explained by the service variable and consumer communication, and the remaining, 87, 1 % are explained by the another variable which is not researched in this research.