Service Quality, Customer Relationship Marketing, and Institutional Trust to Engender Customer Loyalty

Abstract

The objective of this study is to analyze the influence of service quality and the ustomer relationship marketing (CRM) to the institutional trust as well as its impact on the customer loyalty in PT Bank Rakyat Indonesia (BRI). The result of this study shows that the service quality and the customer relationship marketing has influence on institutional trust and loyalty. In conclusions, the institutional trust is an intervening variables that can mediate the effect of variable service quality and the customer relationship marketing on the customer loyalty.