THE EFFECT OF PRODUCT MIX ON CUSTOMERS’ LOYALTY (A Study at PT. Bank BTN Sukabumi City)
Keywords:
Product Mix, Customer LoyaltyAbstract
The business activities of bank and non-bank financial institutions are growing rapidly, ranging from banking, insurance, pawnshops, to cooperatives. However, the most rapid development occurred in state-owned banking. The main reason people switch to State- Owned Banking is a more secure security factor compared to Private- owned Banking. Bank BTN as a long-standing bank in State-Owned Banks is a bank of interest, only Bank BTN occupies the fourth position under BRI, Mandiri and BNI. In this study the authors want to see the effect of product mix on customer loyalty at Bank BTN (Persero) Sukabumi City Branch. The result of the research is that there is a significant effect of the product mix on customer loyalty at Bank BTN
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