Pengaruh Pemasaran Relasional Terhadap Kepuasan dan Loyalitas Nasabah Taplus pada PT. Bank Negara Indonesia (Persero) Tbk., Kantor Cabang Gunungsitoli di Pulau Nias

Various marketing strategies have been applied by BNI Branch of Gunungsitoli on Nias Island to be able to attract prospective customers and retain existing customers. One way is to improve the quality of services provided to customers, among other personal services such as sending a greeting card/ birthday cakes, wedding or hold a meeting at certain moments. By giving little attention through birthday and other congratulatory sayings, send cakes or other gifts as part of BNI's services. BNI also observed that with such attention that customers feel very happy and very loyal to the BNI.The purpose of this study is to investigate and analyze the influence of relationship marketing to understand customer expectations and working with clients on customer satisfaction Taplus at. Bank Negara Indonesia (Persero) Tbk., Branch Office Gunungsitoli on the island of Nias, and to know the effect of satisfaction on customer loyalty Taplus at. Bank Negara Indonesia (Persero) Tbk., Branch Office Gunungsitoli on Nias Island.The theory used in this study was the theories of Marketing Management, relating to Relational Marketing, Customer Satisfaction and Customer Loyalty. This type of research is quantitative descriptive, and the nature of this research is the explanation. Methods of data collection is done by interviews, questionnaires and documentation study. Methods of data analysis used were multiple regression and simple regression. Population is a customer of PT. Bank Negara Indonesia (Persero) Tbk., Branch Office Gunungsitoli on Nias Island, amounting to 11,625 people Taplus customers in February 2011. The samples in this study using accidental sampling that is sampled because someone happened to be in the study, researchers have no other considerations except on the basis of convenience only. The results obtained by testing simultaneously for the first hypothesis, it is known that the first hypothesis is to understand customer expectations (X1) and cooperation with customers (X2) has a very significant (high significant) towards customer satisfaction (Y) on the BNI Gunungsitoli on the Island Branch Office Nias. Based on the partial test results for the second hypothesis, found that the value t count for the variable of customer satisfaction is greater than the value t table. This means that customer satisfaction has positive and significant impact on increasing customer loyalty at BNI Branch Gunungsitoli.