Pengaruh Customer Relationship Management Dan Kualitas Pelayanan Terhadap Loyalitas Nasabah Kredit Komersil Pada Bank Nagari Sumatera Barat Cabang Painan

This study aims to determine the effect of customer relationship management and service quality to loyalty of commercial credit customers at Nagari Bank West Sumatera Painan Branch. The sample used counted 95 respondents, sampling technique using accidental sampling method. Data were collected using questionnaire, while data analysis technique was done by using multiple linear regression analysis. The results showed that based on Persial Test (t test) obtained: a) service quality variable has a positive effect 0,805 < 1,985 and not significant 0,423 > 0,05 to customer loyalty. b) customer satisfaction variables have a positive effect of 0,218 < 1,985 and not significant 0,828 > 0,05 to customer loyalty. c) variable of reliability have positive effect 2,254 > 1,985 and significant 0,027 < 0,05 to customer loyalty. d) Responsiveness variable has positive effect 8.173 > 1.985 and significant 0.000 < 0,05 to customer loyalty. e) the assurance variable has a positive effect 0,983 < 1,985 and not significant 0,328 > 0,05 to customer loyalty. f) empathy variables have negative effect -2,615 > 1,985 and significant 0,011 < 0,05 to customer loyalty. g) tangible variable has a positive effect of 2,791 > 1,985 and significant 0,006 < 0,05 to customer loyalty. From this research, the value of R² is 0,598, it means that 59,8% influenced by service quality variable, customer satisfaction, reliability, responsiveness, assurance, empathy, tangible and the rest influenced by other variables.