INFLUENCE OF CUSTOMER RELATIONSHIP MARKETING, SERVICE QUALITY AND CORPORATE IMAGE OF THE CUSTOMER CUSTOMER RETENTION GRAHA CANDI GOLF SEMARANG (WITH SATISFACTION AS AN INTERVENING VARIABLE)

Abstract

The problems that became the basis of this study is the decline in the overall number of subscribers of Graha Candi Golf from 548 in 2015, January to 515 in August 2015. Customers of the golf course Graha Candi Golf is a customer who is usually always come back to play (returning customers). So with this decline, it can be said there are problems decrease attachment to the customer (customer retention) on the golf course Graha Candi Golf.
The purpose of this study was to analyze the effect of customer relationship marketing, service quality and corporate image on customer retention and customer satisfaction as an intervening variable.
The population of this research is all customer golf course Graha Candi Golf Semarang. The sampling technique was by purposive sampling. The samples used were 117 subscribers golf course Graha Candi Golf Semarang. The analysis method used is quantitative analysis, including descriptive statistical analysis, path analysis, and Sobel Test.
Based on the results of testing customer relationship marketing, Service quality and corporate image positive effect on customer satisfaction and customer retention. Customer satisfaction has a positive influence on customer retention. Customer satisfaction is able to mediate the effect of customer relationship marketing, service quality and corporate image on customer retention
Key words: customer relationship marketing, service quality, corporate image, customer satisfaction, customer retention.