OPTIMALISASI KOMITMEN RELATIONAL MELALUI KUALITAS LAYANAN, EFEKTIVITAS KOMUNIKASI DAN KEPERCAYAAN (Studi pada Nasabah CIMB Niaga cabang Semarang)
ABSTRACT: For service
firms, the essence
of marketing is
the development of
long-term, value-laden relationship with customers. Relationship commitment and relationship outcomes have been
essential for successful long-term
relationship. This study is
purposed to identify
the impact of
communication effectiveness, trust, service
quality and relationship
commitment on relationship
outcomes in professional
services. Two-step approach to structural equation modeling was used to
test the proposed model. 125 customers as
clients of the financial planners
services was used as
respondents in this study. The result
of this study indicates
that the communication
effectiveness directly do
not influence both
relationship commitment and relationship
outcomes. The impact
of communication effectiveness
on relationship commitment and
relationship outcomes is
mediated by service
qualities (technical and
functional qualities).
Key words: Professional services,
Communication effectiveness, Trust,
Relationship marketing, Service quality, Services marketing
Penulis: Sariayu Agustina
Muslicha
Kode Jurnal: jpmanajemendd110323
