PENGARUH PEMASARAN RELASIONAL DAN LAYANAN PURNA JUAL TERHADAP KEPUASAN PELANGGAN SERTA DAMPAKNYA TERHADAP NIAT BERPERILAKU (STUDI KASUS DI PT ATLAS COPCO NUSANTARA)

Abstract

Abstract. The phenomenon, as object of research is behavioral intentions of
customers to the products indicated influenced by customer satisfaction. Customer
satisfaction is predicted to be affected by the company's performance-related
impairment of relational marketing and after-sales service research objective was
to analyze the effect of relationship marketing and after-sales service to the
customers behave intentions through customer satisfaction. The method used is
quantitative research approach. The research sample of 100 respondents drawn
from the study population of 100 people by using census method. Data collection
techniques using literature study, questionnaire and observation techniques.
Analysis of data using realiabilitas validity test instruments, test the classical
assumption of normality test and heterokedastisitas as well as analysis and
hypothesis testing two lanes. The results showed that the relationship marketing
and after sales service significantly affect partially or simultaneously on customer
satisfaction. In addition, the results of this study also showed that the relationship
marketing and customer satisfaction partially significant affect on the behavioral
intentions but after sales service does not significant affect on behavioral
intention. Furthermore, in the future research is recommended to include other
variables such as price, company's image, etc.
Keywords: relationship marketing, after sales service, customer satisfaction,
behavioral intentions.