Analysis of Effect of Relationship Marketing and Reliance on Customer Satisfaction and Loyalty Credit Services Products in Rural Banks In Pekanbaru

This research held in order to analyze the direct and indirect effect of relationship marketing and trust to loyalty through BPR loan customers’ satisfaction. Population are loan customer of PT. BPR Tuah Negeri Mandiri, PT. BPR Payung Negeri Bestari and PT. BPR Pekanbaru which is totally consist of 810 customers. Sampling determined by Slovin formulation that consists of 268 respondents and selected by using accidental sampling method. Variable used is relationship marketing as exogenous and trust, satisfaction and loyalty as endogenous. Data analyzed by using descriptive and Structural Equation Modelling (SEM) assisted by AMOS 20.0. This study reveals that the appropriate relationship marketing program may significantly enhance customers’ trust. Customers’loyalty is both directly or indirectly effected by relationship marketing and trust through customers’ satisfaction. Satisfaction itself give a positive and significant effect to customers’ loyalty. In order to strengthen customers’ loyalty, it is recommended to design and consistently implement a time schedule of loan processing procedure, conducting training and regular-based briefing to employees, create a exit barrier program and periodically conduct a loyalty program to commited customers. Keywords: Relationship Marketing, Trust, Satisfaction and Loyalt