Abstract:
This study examines the impact of relational marketing to customer satisfaction with the
case study on Postgraduate Students at Universitas Pendidikan Indonesia who become the
customer of Bank BNI Setiabudhi, Bandung. The study aims to determine the impact of
relational marketing’s variables such as the level of commitment, empathy, reciprocity
and trust to customer satisfaction. The research method is an explanatory research with
probability sampling as the sampling method. There are 110 samples that collected
through questionnaire. The samples are randomly selected and measured by Likert scale.
Furthermore, the data is analyzed with Multiple Linier Regression methods. The result of
study implies that the variables of relational marketing impact positively to the level of
customer satisfaction. The dimension of “trust” gives the strongest effect on customer
satisfaction and the dimension of “empathy” gives the weakest effect on customer
satisfaction.
Keywords: bank; customers; relational marketing; satisfaction.
