MARKETING STRATEGY RELATIONSHIP AND SERVICE QUALITY TO CUSTOMER SATISFACTION AT AUTO 2000 IN BANDUNG (WEST JAVA']JAVA)

The background of this study was customer relationship marketing and service quality of customer Auto 2000 in Bandung (West Java) have accepted that customer retention is even more profitable than customer attraction and we can observe the interest of customer Auto 2000 in Bandung (West Java). In adopting relationship marketing principles and designing strategies to develop close and long lasting relationships with the most profitable customers. The objective of this study to analysis of marketing activities and programs implemented in order to establish, develop and maintain relationships with customers and the impact these activities have on the firm performance. The design of this study applies to customer Auto 2000 in Bandung (West Java) and the questionnaires were spreaded away to 175 respondents. Data analysis used in this study was Multiple Regression with SPSS program. The resulted of this study conclude that relationship marketing strategy and service quality in customer Auto 2000 in Bandung (West Java) significantly affect to customer satisfaction.