THE EFFECT OF PERSONAL SITUATION AND SERVICE QUALITY ON THE RELATIONSHIP PERFORMANCE OF BNI PERSONAL BANKING

Transcription

1 International Journal of Marketing and Human Resource Management (IJMHRM) Volume 7, Issue 3, Sep Dec (2016), pp , Article ID: IJMHRM_07_03_003 Available online at ISSN Print: ISSN andISSN Online: X Journal Impact Factor (2016): (Calculated by GISI) IAEME Publication THE EFFECT OF PERSONAL SITUATION AND SERVICE QUALITY ON THE RELATIONSHIP PERFORMANCE OF BNI PERSONAL BANKING Dr. I Wayan Jaman Adi Putra Department of Management, Faculty of Economics, State University of Malang, Indonesia. ABSTRACT The objectives of this research are to discover these following items: (1) the effect of customer s personal situation (demography, lifestyle, and personality) on the service quality (tangible, empathy, reliability, responsiveness, assurance) of bank which perceived by customers and (2) the effect of customer personal situation and service quality on customer relationship performance (financial, social, and customization bonds). The sources of data are all customers of BNI Personal Banking at each branch office of BNI banks who offered BNI Personal Banking in marketing area of East Java. The 144 respondents were chosen by using proportionally random sampling technique. The method of collecting the data is questionnaire and interview. The method of analysis is: (1) descriptive analysis and (2) hypothesis testing by Structural Equation Modeling (SEM).The results of hypothesis testing are: (1) the personal situation of customer (demography, lifestyle, and personality) are influencing positively and significant on service quality (tangible, empathy, reliability, responsiveness, assurance) of bank which perceived by customer of BNI Personal Banking and (2) the personal situation of customer and service quality which effect positively and significantly on customers relationship performance (financial bonds, social bonds, customization bonds). Key words: Customer Personal Situation, Service Quality, Relationship Performance Cite this Article: Dr. I Wayan Jaman Adi Putra, The Effect of Personal Situation and Service Quality on the Relationship Performance of BNI Personal Banking. International Journal of Marketing and Human Resource Management, 7(3), 2016, pp INTRODUCTION Researchers have the intention to prove empirically on temporary estimation that the targeting market is the foundation that must be considered carefully in build service quality, performance and customer relationship theoretical propositions of Zeithaml and Bitner (2000) which stated: "The primary goal of relationship marketing is to build and maintain a base of dedicated customers who are profitable for the organization. To achieve this goal, the firm will focus on the attraction and enhancement of customer relationship". Before starting to focus on the, (retention) strategy of clients or customers relationship strategy, a bank must fix first the foundations needed to implement customer s relationship strategies that are the quality of core services and market segmentation and targeting of carefully. Zeithaml and Bitner 18 editor@iaeme.com

2 The Effect of Personal Situation and Service Quality on the Relationship Performance of BNI Personal Banking (2000) stated: "The foundations needs to begin focusing on customer retention / relationship strategies that are: (1) quality offered in core service and (2) careful market segmentation and targeting" The customer's decision in using and choosing a bank product is greatly influenced by their personal situation such as: demographic, lifestyle, and personality. Saxena (2002) stated: "Buyer decisions are also strongly influenced by variables like cultural and social factors, personal factors like demographics, selfconcept, life styles and personality (the last two are also called psychographic variables)". Because the customer's personal circumstances vary, so banks need to segment the market (customers) to determine the segments (groups of) customers similar as the target to be served. In addition, to the personal situation, the quality of service associated with the performance of customer relationship. So that customers do not switch to a competitor bank, the bank presented the service quality should be superior compared to banks or other financial services firm. Parasuraman et al, (1998) mentioned five dimensions of service quality which include: (1) tangible, (2) empathy, (3) reliability, (4) responsiveness, (5) assurance that should be corrected as one of the drivers of competitive advantage to retain customers, Displacement customers keep their funds in a bank occurred due to poor quality products, and high interest rates, lack of attention from the bank's management. Kotler and Keller (2009) states: "15 percent customer switched because they found a better product; another 16 percent found a cheaper product; and 70 percent left because of poor or little attention from the firm."there are four types of tactics defend (retention) or customers relationship that can be implemented according to the ability of each bank Berry and Parasuraman (in Zeithaml and Bitner (2000) states: "The specific strategies and tactics used by firms to build relationships and tie customers closer to the firm. Four types of retention tactics idea: financial bonds, social bonds, customization bonds, structural bonds." Implementation of the tactics or program maintains (retention) or relationship customers which is tailored to the capabilities of each bank. Therefore, in this study only choose the implementation of the strategy or program relationship customers: financial ties, social ties, and ties convenience only in accordance with the ability of BNI Bank. The purpose of research is to find out; (1) how much influence the customer's personal situation (demographic, lifestyle, personality) to service quality (tangible, empathy, reliability, responsiveness, assurance) perceived bank customers. (2) how much influence the personal situation of customers (demographic, lifestyle, personality) to service quality (tangible, empathy, reliability, responsiveness, assurance) bank perceived customers on the performance relationship customers (binding financial, social bonding, customization bonding). 2. THEORY 2.1. Customer Personal Situation Banks sells their personal banking products by using marketing segment so that the role of the personal situation of the customer is also very important. "A company must identify the part of the market that can serve best and most profitability. It must design customer-driven marketing strategies that build the right relationship with the right customer "(Armstrong and Kotler, 2009). There are four main personal situation that is usually used by companies or marketers to segment the market. Boone & Kurtz (2002) stated that: "The four common bases for segmenting customer markets are geographic segmentation, demographic segmentation, psychographic segmentation, and product-related segmentation." The opinion that a similar proposed by Perreaullt and McCarthy (2002) stated: "Some dimensions are useful for segmenting customer market: demographic dimension, geographic dimension, psychographic dimension." thus, there are four dimensions that are used as the basis for market segmentation are demographic, geographic, psychographic, associated with the product. Zikmund et al (2003) stated: "Demographic segmentation are characteristics, such as gender, income, age, marital status, family life cycle, race, and ethnicity that are Easily understood, easily found, and Often related to customer purchasing behavior. Demographic characteristics are among the most commonly used segmentation variables. "The company did a market segmentation strategy by combining with other basic segmentation. Zikmund et al (2003) stated: 19 editor@iaeme.com

3 Dr. I Wayan Jaman Adi Putra "Psychographics are often segment the market". Saxena (2002) stated that: "Lifestyle and personality are also called psychographic variables. Also, today psychographic factor plays an important role in the buyer's decisions. Psychologist tells us that an individual's behavior is a function of reviews these two factors". Lifestyle is a pattern in achieving the life of an individual, such as how people spend their time and money. Activities, interests (desire), opinions, and values a person's individual show aspects that appear to bind their purchasing behavior. Lifestyle explains what the actual purchasing behavior. While psychographic data seeks an explanation of why the purchase behavior occurs. Wilson and Gilligan (1997) stated "From the viewpoint of the marketing strategist, the mix of cultural, social, personal, and psychological factors which influence customer behavior". Mix of factors: cultural, social, personal, and psychological which cannot be controlled by the company or marketer influence customer behavior in purchasing a product. Kotler (2003) states: "A customer's buying behavior is influenced by cultural, social, personal, and psychological factors." Meanwhile, Sudharshan (1995) stated that: "The customer is fundamental to a marketing relationship. Marketing exists to the make the satisfaction of customer needs, as well as reviews of those of the marketing organization, efficient and possible. Customers are fundamental (basic) for the marketing relationship between customers and banks Service Quality Zeithaml et al (1996) defined that "Service quality is a delivery of excellent or superior service that are compared with customer's expectation". Quality of service is the delivery service as 'excellent' or "superior" compared to customer expectations. If the services are perceived customers as expected, the quality of service perceived as good or satisfactory, and if the service received exceed the expectations of customers, the quality of service perceived is very good or ideal, and vice versa if the perceived service is lower than the expected by customers will be perceived very poor or less than ideal so that they will feel dissatisfied. Thus, we can conclude that there are two main factors that determine the quality of service, which is expected service (service expected) and perceived service by the customer. Lovelock and Wright (2002) stated that: "Service quality is the degree to which a service satisfies customers by meeting reviews their needs, wants, and expectations." The quality of service reflects the perception of consumers in the dimensions of certain services: reliability, responsiveness, assurance, empathy, tangibles. On the other hand, customer satisfaction is influenced by customer perception of service quality, product quality, and price, as well as situational factors and personal factors customers. Lamb et al (1999) stated: "Customer satisfaction is the feeling that a product has met or exceeded the customer's expectations. Companies need to evaluate the quality of service perceived customers to build customer relationship. Grönroos (2001) states: "Value is created for customers in long-term customer relationships. In a going concern situation where the firm is well managed and customers are provided with the quality and value they are looking. "This opinion is also supported by Krajewski & Ritzman (2005) states:" The customer relationship will be stronger if the base on competitive quality: (1) Top quality, (2) Consistent quality, (3) Delivery speed, and (4) Variety. "the customer relationship will be strengthened if it is based on quality of service competitive, which includes: (1) high quality, which is the level high customer contact; (2) the consistent quality, information and services must be without fault; (3) The speed of delivery, the customer wants to obtain information and services quickly; (4) across various kinds, the service process should be able to handle a wide range of services needed by all segments and promotional programs, such as the frequency of purchase, consulting, ease media service channels Customer Relationship Performance Getting new customers is the first step to implement the marketing relationship process. Boone & Kurtz (2002) stated that: "Relationship marketing is the development, growth, and maintenance of long-term, cost-effective relationship with individual customers, suppliers, employees, and other partners for mutual benefit." relationship marketing aims to increase its profit by maintaining existing customers and increase customer loyalty because customers relationship marketing is more profitable than marketing a single transaction. McDonald and Payne (1996) stated that: "Relationship marketing is more profitable than one 20 editor@iaeme.com

4 The Effect of Personal Situation and Service Quality on the Relationship Performance of BNI Personal Banking of the transaction." Banks should focus on creating and improve customer relationship to retain profitable customers company (bank). Zeithaml and Bitner (2000) stated that: "The primary goal of relationship marketing is to build and maintain a base of dedicated customers who are profitable for the organization. To achieve this goal, the firm will focus on the attraction and enhancement of customer relationship ". Before starting to focus on retention strategy customer or client relationship strategy, the company (bank) must fix first the foundations necessary to implement strategies to maintain or customer relationship is the quality of core services and market segmentation and targeting of the heart. Gummesson (2001) states: "The prime focus of relationship marketing is on the individual, on the segment of one. It's a one-to-one marketing. "Thus, according to the marketing relationship strategy concentrated on the strategy that is focused on serving the chosen target market segments to be served. Relationship customers Lovelock and Wright (2002) states: "Among the approaches used by service firms to maintain and Enhance relationships are such basics as treating customers fairly, offering service augmentations, and treating each customers as though he or she were a segment of one -- the essence of mass customization. Service extra often plays a key role in building and sustaining relationships between vendors and Purchaser. "Excellent Additional frequently plays an important role in building and extending relationship customers and banks". Boone & Kurtz (2002) states: "Two parties must bond to one another in other to develop a long-term relationship. Mutual interests or dependencies between the parties must be strong enough to tie them together. If the bonds are weak, then the relationship is in imminent danger of falling apart at any time. Stronger bonds increase of each party's commitment to the relationship. "To bind both parties (customers and banks) are stronger, banks prepare marketing strategies, and implement programs relationship customers and banks that include financial, social, and interactive structured, Zikmund et al (2003) states: "Strategies of organization-customer relationship have been evolving in the past 25 years. It is useful to begin three aspects of customer relationship programs: financial, social, and structural-interactive. "As Zeithaml and Bitner (2000) stated that:" Once a firm has carefully identified its market segment and developed quality services, some of the specific tactics it can use to Accomplish the goal of retaining its customers are: financial bonds, social bonds, bonds customization, and structural bonds. " Once the bank identifies the segment of the market carefully and develop the quality of services, some tactics or special programs can be used to achieve the purpose of retaining customers: financial ties, social ties, bonds ease, and structural bonding. Implementation of the program each customer relationship be gradual and tailored to different customer numbers and the level of margin target each customer served. The success of each stage of the customer relationship will generate ties that bind the customers closer to the bank and can improve customer value. Zeithaml and Bitner (2000) stated that: "Four levels of specific customer relationship tactics offering increasing levels of competitive advantage. Each strategic approach focuses on a different type of bond between the customer and the firm: financial bonds, social bonds, bonds customization, and structural bonds. "The four ties will generate value and superior service quality. Zeithaml and Bitner (2000) states: "Perceived value is the customer's overall assessment of the utility of a product based on perceptions of what is received and what is given." Performance relationship or bond between the bank and its customers that quality can increase the value and quality of services are superior or excellent (excellent). Donaldson and O'Toole (2002) states: "There is little agreement on how to measure customer relationship performance in the long-term come up with a measure of cost which we could subtract from revenue that will give us a measure of return on a relationship. Others, from a nonfinancial standpoint, argue for aassessment of more behaviour-based (non-financial) outcomes such as satisfaction with quality of products/services. 3. METHOD The research design that is used in this study is an explanatory survey. The study is an explanatory survey that is used to describe: (1) the effect of customer s personal situation of the quality of banking services, (2) the effect of customer's personal situation and the quality of service to customer s relationship performance. Research object or unit of analysis in this study is that individual customers of BNI Personal Banking product in the marketing area of East Java. Sample consists of 144 respondents that is selected by 21 editor@iaeme.com

5 Dr. I Wayan Jaman Adi Putra using proportional simple random sampling technique. The data collection is carried out by using a document search methods, questionnaires and interviews. Data analysis method that is used is Structural Equation Modeling (SEM). Time data collection with the target observation that focuses on the personal situation of customers, service quality, performance relationship customers to use the time horizon which is one shoot (once the collection / observation) means data or information that is collected or obtained is the result of research done at a specific time period. 4. RESEARCH FINDING Results of testing the first hypothesis is "personal situation of customers (demographic, lifestyle, personality) has positive and significant effect on the service quality (tangible, empathy, reliability, responsiveness, assurance) and second hypothesis is" personal situation of the customers (demographic, lifestyle, personality) and quality of service (tangible, empathy, reliability, responsiveness, assurance) have positive and significant effect on the performance relationship (financial ties, social ties, ties convenience) BNI personal banking customers products" shown in the figure below. 0,3021 0,5635 X1 X2 0,8354 0,6607 0,6814 Pribadi Nasabah Y1 Y2 Y3 Y4 0,2314 (t = 2,1670) X3 0,5356 0,3992 Y6 0,5009 0,1873 0,2333 0,3512 0,7065 0,9015 0,8756 0,8055 0,7468 0,4884 t=4,7419 Kualitas Pelayanan Nasabah 0,5635 (t = 4,7136) Kinerja Pertalian Nasabah 0,5016 0,7751 0,7430 0,6204 Y7 Y8 0,4480 0,6150 0,4423 Y5 Figure1 Estimation result and path diagram of the hypothesis testing In the picture above, it can be seen the value of t-test for statistical tests influence customer s personal situation (including demographic, lifestyle, personality) on the quality of service (include tangible, empathy, reliability, responsiveness, assurance) perceived customer at With significance level (α) study of 0.05 t value table for a significant test limit is It can be concluded that there is influence of customer s personal situation on the customer is perceived significant and positive. The effect of customer s personal situation (including demographic, lifestyle, personality) on the performance relationship customers (include: financial ties, social ties, and ties convenience) of Impact of service quality (including tangible, empathy, reliability, responsiveness, assurance) perceived 22 editor@iaeme.com

6 The Effect of Personal Situation and Service Quality on the Relationship Performance of BNI Personal Banking customer to customer relationship performance (include: financial ties, social ties, and ties convenience) of With significance level (α) study of 0.05 t value table for a significant test limit is It can be concluded variables influence customer's personal situation and the quality of service perceived customer to customer relationship performance is positive and significant. The cumulative effect customer's personal situation and the quality of service to customers relationship performance products BNI Personal Banking in East Java marketing area is equal to (R2) = or 49.84%. This means that the personal situation of customers which include: demographics, lifestyle, personality and quality of services that include tangible, empathy, reliability, responsiveness perceived customer simultaneously (synchronously) role in the effort to establish, maintain, and improve the performance relationship customers include: financial ties, social ties, ties convenience products BNI Personal Banking customers. Thus, the first and second hypothesis proposed in this study can be accepted. The influence of other variables on the performance shown by the customer relationship at or 50.16%. It also indicates that there are many other variables that affect performance relationship participating BNI Personal Banking customer s products that require further research. The cumulative effect or simultaneous customer's personal situation and the quality of service to customers relationship performance BNI Personal Banking product is positive, meaning that the level of performance relationship customers can be explained by the high and low of customer's personal situation and the perceived service quality bank customers. In addition, the customer's personal situation and the perceived service quality bank customers have a significant effect on the performance relationship customers, meaning that the effect of customer s personal situation and quality of service to customer s relationship performance shows the strong influence (means). 5. DISCUSSION The amount of coefficient influence customer s personal situation of the quality of service perceived customer at , so that the quantity of direct influence customer s personal situation of the quality of service perceived by the customer ( x x 100%) = 23.85%. It means that the personal situation of customers that includes: demographics, lifestyle, personality plays a role in efforts to improve, maintain, and improve the quality of service perceived BNI products Personal Banking customers in the marketing area of East Java. The findings of this study are consistent (in accordance) with the statement: Zikmund al al (2003) states: "A marketing effort targeted at the unique need of smaller and groups of more homogeneous customers (or similar customers) should be more effective than a marketing effort to satisfy the diverse needs of a large group of heterogeneous customers".customer's personal situation affects the quality of service perceived by the customer is also consistent opinion of Mittal and Kamakura (2001) which stated: "satisfaction rating as the dependent variables and customer characteristics as the independent variables was run. Consistent with previous studies, satisfaction rating differs on the basis of customer characteristics. The difference in threshold or tolerance level among customers based on customer demographic causes the difference in the assessment of the quality of service. Mittal and Kamakura (2001) states: the lower threshold for such customers may be captured in demographics such as age or education. Tus, systematic differences thresholds based on customer characteristics may exist in a service satisfaction. Customers with a threshold level lower or tolerance level higher are more likely to feel more satisfied with the quality of service than the customer level threshold is high or level tolerance is low. Ratchford (1999) suggested three elements of demographics (age, education and income) customers would give a different response to a purchase of a product / service and satisfaction with the quality of service. Higher Education customers and knowledgeable often wish that employee service providers to follow his request during the process of service delivery. Lovelock and Wright (2002) stated that "higher educated and knowledgeable customers often expect employees to follow specific scripts during the service encounter; excessive deviation from reviews these scripts can lead to dissatisfaction". Lifestyle that includes activities and interests of customers affects the customer's involvement in the process of 23 editor@iaeme.com

7 Dr. I Wayan Jaman Adi Putra purchasing a product or service. Lamb et al (1999) stated that "the level of involvement in the purchase depends on five factors: previous experience, interest, perceived risk, situation, and social visibility". The level of involvement in the purchase depends on five factors: previous experience, interests, the risk is accepted, the situation, and public opinion affect customer s expectations before making a purchase. The risks that may occur in the purchase of services is greater than the purchase of physical products (goods) because, according to Lovelock and Wirtz (2004) states: "the purchase of services emphasize: experience properties (have experience) and Credence properties (have confidence)". That is, the customer can just feel the quality of service after purchase or during consumption, and customers are very difficult to assess the quality of service after being purchased or consumed for purchase requires a certain skill or purchased based on customer confidence in the service provider. Because of the difficulty in determining purchasing decisions of customers a product or service, the customer needs to be involved more in the search for information about the product to be bought. Zikmund al al (2003) stated that: "A marketing effort targeted at the unique need of smaller and groups of more homogeneous customers (or similar customers) should be more effective than a marketing effort to satisfy the diverse needs of a large group of heterogeneous customers". Marketing efforts directed at the specific needs of a smaller group of customers that is similar (relatively homogeneous) can be more effective in satisfying customers rather than serve various needs of a large group of customers who are heterogeneous. Customer s personal situation influence on the quality of service perceived by customers BNI personal banking products consistent opinion of Mittal and Kamakura (2001) which stated that: "satisfaction rating as the dependent variables and customer characteristics as the independent variables was run. Consistent with previous studies, satisfaction ratings differ on the basis of customer characteristics. The results of testing this hypothesis also supports the results of empirical research conducted by: (1) Mittal and Kamakura, (2001) stating the characteristics of customers led to a different response to the level of service satisfaction customers, changes in the level of satisfaction of quality and is less sensitive to the behavior of the repurchase. Age, gender, income is not related (negatively) with a patient service satisfaction. Partially, the effect of personal situation on the customers relationship performance is and obtain the magnitude of the direct effect customer s personal situation on customer relationshipperformanceat ( x x 100%) = 5.35%. This fact shows that the personal situation of customers that include: demographic (demographic), lifestyle (life style), and personality (personality) customers may stimulate (push) the establishment and maintaining performance optimization relationship BNI products personal banking customers. The findings of hypothesis testing, supporting the theory of market segmentation, and the determination of target markets based personal customer affect the performance relationship of the customers that is consistent (in accordance) with the statement of Zikmund et al (2003) who stated that: "personalization implies the organization knows the customer by name, knows the customer's normal routine purchasing, and can forecast the customer's need for variety as well. Relationship marketing has been called one-to-one marketing because it allows marketers to tailor offerings to individuals. The main benefit is to increase the ease of linkage clients get goods and services more personal nature. According to Lovelock & Wirtz (2004) which states "customer tiers can be developed around various levels of profit contribution, different needs (including sensitivities to such variables as price, comport, and speed), and identifiable personal profiles, such demographics". The same opinion was also expressed by Lucas (2005) which states "customer loyalty is emotional rather than a rational thing. It is typically based on customer interest in maintaining a relationship with your organization. Often, customer interest is created and maintained through one or more positive experiences which leads to a relationship ". Customer loyalty is one that is emotional rather than rational, which means that customer loyalty is usually based on customer wants to maintain ties with the bank. Often, the customer wants is created and maintained by one or more positive experiences of the ropes. A customer who is satisfied with the customer linkage will sustain customer loyalty longer. The influence of perceived customer service quality on the performance relationship customer is or 56.35% in order to obtain the magnitude of the direct influence of perceived service quality variables relationship customers on the performance of the customer at ( x x 100%) = 31, 24 editor@iaeme.com

8 The Effect of Personal Situation and Service Quality on the Relationship Performance of BNI Personal Banking 75%. This means the quality of services that include: tangible, empathy, reliability, responsiveness, assurance of perceived customer may stimulate (push) the optimization of formation, maintain, improve product of performance relationship for BNI personal banking customers in the marketing area of East Java. The findings of the research quality of customer service perceived is positive and effect on the performance relationship customers also consistent (in accordance) with the statement: Zeithaml and Bitner (2000) stated that relationship customer strategies will be successful in the long term if it is based on the strong quality of service (solid) and customer satisfaction. Donaldson and O'Toole (2002) stated relationship performance clients with employee service providers depend also functional quality and technical quality of service. A professional approach, good interpersonal skills, communication skills, a positive attitude, good product knowledge, and the smile factor, all of which can contribute to an image and the level of customer satisfaction which in turn becomes the driving relationship customers with the company. The results of testing this hypothesis also supports the results of research conducted by Wulf et al (2001) found the quality of customer relationship influenced also by involvement in the product category and trends in customer relationship. 6. CONCLUSION From the results of data analysis and discussion of the research results, it can be formulated some conclusions as follows: (1) the customer's personal situation has a positive and significant effect on customer perceived service quality. It means that the determination of target customers based on the customer's personal situation plays a role in efforts to improve the quality of service perceived by BNI personal banking customers; (2) the customer's personal situation and the quality of customer service perceived is positive and has significant effect on the customer relationship performance. It means that the customer's personal situation and the quality of service that perceived customer role in improving the performance of affinity products BNI personal banking customers. The dominant variable in influencing customer relationship performance is the service quality variable compared to customer's personal situation variable. REFERENCE [1] Armstraong, Gary and Philip Kotler Marketing an Introduction. Pearson Prentice Hall, New Jersey. [2] Bitner, Mary J Building Service Relationship: It s All about Promises. Journal of the Academy of marketing Science [3] Boone, Louis & David L. Kurtz Contemporary Marketing. South - Westren Thomson Learning. Inc. Australia [4] Donaldson, Bill and Tom O Tolle Strategic Market Relationship. From Strategy to Implementation. John Willy & Sons. Ltd. Baffins Lane. [5] Gronroos, Christian Service Management and Marketing, A Customer Relationship Management Approach. John Wiley & Son. New York. [6] Gummesson, Evert Total relationship Marketing. Butterworth Heinemann. Oxford. [7] Kotler, Philip Marketing Management. The Millennium Edition. Prentice-Hall International Inc. New Jersey. [8] Kotler, Philip and Kevin Lane Marketing Management. Prentice-Hall International Inc. New Jersey. [9] Krajewski, Lee J. & Larry P. Ritzman Operations Management. Processes and Value Chains. Pearson Prentice-Hall. New Jersey editor@iaeme.com

9 Dr. I Wayan Jaman Adi Putra [10] Lamb Jr, Charles W., Joseph F. Hair Jr., Carl McDaniel Essentials of Marketing. South Western College Publishing. Cincinnati. Ohio. [11] Lovelock, Christopher H. and Lauren Wright Principle of Service Marketing and Management. Prentice Hill Pearson Education International Inc. New Jersey. and Jochen Wirtz Services Marketing, People, Technology, Strategy. Prentice-Hill Pearson Education International Inc. New Jersey. [12] Lucas, Robert W Customer Service, Building Successful Skills For The Twenty-First Century. Mcgraw-Hill Irwin. Boston. [13] McDonald, Malcolm and Adrian Payne Marketing Planning For Service. Butterworth Heinemann. Oxford. [14] Mittal, Vikas and Wagner A. Kamakura Satisfaction, Repurchase Intent and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristic. Journal of Marketing Research. Vol. 38 (February) [15] Parasuraman, A., Valarie A. Zeithaml, Leonard L. Berry Delevering Quality Service. Balancing Customer Perception and Expectations. The Free Press. Canada. [16] Perreault, William D., E. Jerome McCarthy Basic Marketing, A Global Managerial Approach. McGraw-Hill Irwin. Boston. [17] Ratchford, Brian The Economic of Customer Knowladge. Working Paper. Marketing Departement. Suny Buffalo. [18] Saxena, Rajan Marketing Management. Tata McGraw-Hill Publishing Company Limited. New Delhi. [19] Dr. V. Antony Joe Raja, New Strategy in Today Banking Sector: Bank Customer Relationship Management (CRM) & Marketing Mix in World. International Journal of Marketing and Human Resource Management (IJMHRM), 4(3), 2013, pp [20] Sudharshan, D Marketing Strategy, Relationships, Offerings, Timing & Resource Allocation. Pretice Hall, Englewood Cliffs. New Jersey. [21] Wilson, Richard M. S. and Colin Gilligan Strategic Marketing Management, Planning, Implementation and Control. Butterworth Heinemann. Melbourne. [22] Wulf, Kristof De, Gaby Odekerken Schroder & Dawn Iacobucci Investment in Consumer Relationship: A Cross-Country and Cross-Industry Exploration. Journal of Marketing. Vol. 65 (October) [23] Zeithaml, Valerie A. and Mary Jo Bitner Service Marketing, Integrating Customer Focus Across the Firm. The McGraw-Hill Companies Inc. Boston. [24] R. Ramachandran and Dr. S. Sekar, A Study on Technology and Banking Service Quality in Tiruchirappalli.International Journal of Marketing and Human Resource Management (IJMHRM), 5(6), 2014, pp [25] Valarie. A., L.L. Berry and A. Parasuraman The Behavioral Consequences of Service Quality. Journal of Marketing. Vol. 60 (4) [26] Zikmund, William G., Raymond McLeod Jr., Faye W. Gilbert Customer Relationship Management, Integrating Marketing Strategy and Information Technology. John Willy & Sons Inc. Hoboken editor@iaeme.com