Peran Relationship Quality Dalam Mengidentifikasi Functional Value Dan Satisfaction Terhadap Layanan CSR Bank BUMN Untuk Meningkatkan Loyalitas Mitra Binaan

Holmes Rolandy Kapuy

Abstract

Bentuk kegiatan CSR perbankan dimulai dengan membina suatu hubungan antara bank dengan mitranya, hubungan tersebut tentunya dapat memberikan manfaat sebagai komitmen. Hubungan bank dengan mitra binaan dapat menciptakan relationship quality dengan komitmen memberikan manfaat pengembangan usaha mitra binaan melalui pembinaan dengan memberikan pengetahuan, kepercayaan dalam membina hubungan serta sikap kerja sama untuk mengidentifikasi kebutuhan dan permasalahan mitra binaan. Community development sebagai bentuk CSR (corporate social responsibility) dalam penelitian ini merupakan media untuk membina hubungan dengan melakukan pengembangan yang bertujuan mempengaruhi loyalitas terhadap layanan bank.

Hasil studi menunjukkan bahwa pengaruh relationship quality terhadap functional value dan satisfaction dalam mengidentifikasi manfaat dari layanan bank berpengaruh signifikan dan positif terhadap loyalitas mitra binaan, dimana relationship quality membantu mitra binaan mengindentifikasi nilai dan kepuasan pengembangan usaha mitra binaan.

Keywords

Relationship quality; Functional value; Satisfaction; Loyalitas;

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