CUSTOMER RELATIONSHIP MARKETING ON NATIONAL BANKING

This study aims to analyze the effect of commitment on trust, communication on trust, handling complaints on trust, commitment on loyalty, communication on loyalty, handling complaints on loyalty, and trust on loyalty. The research population is all customers of the National Bank. The sample used is 165 customers. The sampling technique selected non-probabilistically is a technique that does not provide equal opportunities or opportunities for each element or member of the population to be selected as a sample. Data were analyzed using Generalized Structured Component Analysis (GSCA). The results showed that commitment and complaint handling had a positive effect on trust, while communication had no effect on trust. The results also show that trust has an effect on loyalty, while commitment has no effect on loyalty, communication has no effect on loyalty, and handling complaints has no effect on loyalty.