CREATING CUSTOMER RETENTION THROUGH FACILITY, COMPLAINT HANDLING, TRUST, COMPANY IMAGE AND CUSTOMER INCENTIVES AT BMT AMANAH UMMAH KARTASURA, SUKOHARJO

Istiatin, Istiatin and Marwati, Fithri CREATING CUSTOMER RETENTION THROUGH FACILITY, COMPLAINT HANDLING, TRUST, COMPANY IMAGE AND CUSTOMER INCENTIVES AT BMT AMANAH UMMAH KARTASURA, SUKOHARJO. CREATING CUSTOMER RETENTION THROUGH FACILITY, COMPLAINT HANDLING, TRUST, COMPANY IMAGE AND CUSTOMER INCENTIVES AT BMT AMANAH UMMAH KARTASURA, SUKOHARJO.

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Abstract

The purpose of this study was to analyze and test the effect of Company Image, Customer Incentives, Trust, Complaints Handling, and Facility on Costumer Retention at BMT Amanah Ummah Kartasura. The research method applied in this study was a quantitative descriptive research design. This study used a population of 1,500 respondents. In determining the sample size, this study used the Slovin formula. After calculating using the Slovin formula, the number of samples in this study was 100 respondents. The sampling technique was carried out using incidental sampling. The data collection was done using a questionnaire. The data analysis technique in this study was statistical analysis consists of multiple linear regression test, F test, t test and the coefficient of determination. The results showed that the Company Image, Customer Incentives, Trust, Complaint Handling, and Facility simultaneously had a significant effect on Customer Retention at BMT Amanah Ummah Kartasura. Partially, it was found that Company Image and Customer Incentives do not have a positive and significant effect on Customer Retention at BMT Amanah Ummah in Kartasura. Meanwhile, Trust, Complaint Handling, and Facility have a positive and significant effect on Customer Retention at BMT Amanah Ummah in Kartasura. The coefficient of determination or the contribution of the variables of Company Image, Customer Incentives, Trust, Complaint Handling, and Facility on Customer Retention at BMT Amanah Ummah Kartasura was 43.1%. This study suggested that BMT Amanah Ummah should continue to improve and pay attention to the factors that affect the Customer Retention, such as Company Image, Customer Incentives, Trust, Complaint Handling, and Facility. One of the important elements of banking strategy in today’s increasingly competitive environment is customer retention. In this case, to identify and improve upon factors that can limit customer’s defection is very necessary.

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