PENGARUH STRATEGI CUSTOMER ORIENTATION TERHADAP CUSTOMER RETENTION PADA PT. BANK BRI UNIT DI KOTA YOGYAKARTA DENGAN PEMEDIASI SATISFACTION WITH BENEFIT

Muhammad Fendi Maulana, S. 4106097. PENGARUH STRATEGI CUSTOMER ORIENTATION TERHADAP CUSTOMER RETENTION PADA PT. BANK BRI UNIT DI KOTA YOGYAKARTA. Program Pascasarjana Magister Manajemen, Universitas Sebelas Maret Surakarta, 2008. This research aim to know influence customization, basic market orientation and competitive benchmarking parsially and also simultan to customer retention. This research also aim to know influence customization, basic market orientation and competitive benchmarking with satisfacton with benefit as moderating to customer retention. This research type is quantitative analysis with primary data source and secondaries. Data collecting technique with questionaire. Sampling technique applies random sampling with number of samples 98. Quantitative analytical method applies equipment of testing of classic assumption test, hypothesis test covering doubled linear regression, F test, test t and coefficient of determination test. Result of research is found significant influence of customization (X1), basic market orientation ( X2) and competitive bench marking ( X3) parsially to customer retention ( Y). Research also yields existence significant influence of customization ( X1), basic market orientation ( X2) and competitive bench marking ( X3) in simultan to customer retention ( Y). This research also yields existence of difference significant influence of customization ( X1), basic market orientation ( X2) and competitive bench marking ( X3) after safisfaction with benefit ( X4) insert as moderating. Excelsior satisfaction with benefit ( X4) hence excelsior also customer retention ( Y) at PT. Bank BRI UNIT in Kota Yogyakarta. Keyword : customization, basic market orientation, competitive benchmarking and customer retention