Implementasi Strategi Pemasaran Relasional (Relationship Marketing) di Industri Perbankan Indonesia  

Oleh:

Surya, Aristo ; Widyasmarani, Amelia

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI - atma jaya
Dalam koleksi: TRANSAKSI : Jurnal Bisnis, Ekonomi, dan Sosial vol. 1 no. 1 (Aug. 2008), page 73-84.
Topik: Pemasaran Relasional; Bank; VIP banking
Fulltext: 73-84 - Bernard.pdf (13.83MB)

Isi artikel

Relationship marketing in banking industry is developed from direct marketing concept in order to ensure customer retention and satisfaction. Lippo Bank as the one of Indonesian lending banking, implements relationship concept through three different programs that is: corporate banking, transactional banking and VIP banking. From these three programs relationship plays important role in VIP banking which is as special services/facilities for VIP customers. Personal approch become major element in determining successful of VIP Banking.

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