Management Strategy of Bank DKI, Medan Branch, in Creasing Clients’ Level of Satisfaction

Abstract

The objective of the research was to solve the problems and to yield or to specify accurate and reliable marketing strategy in  increasing people’s interest in Medan in becoming the clients of Bank DKI, Medan Branch, and to what extent mix marketing had correlation in specifying marketing strategy for Bank DKI, Medan Branch. The population was 229 clients that joined Bank DKI, Medan Branch, in the period of April-May, 2016, and 69 of the were used as the samples, using Slovin method. The research used quantitative survey method. The data were gathered by conducting interviews and questionnaires with the clients during the period of April-May, 2016 and analyzed simultaneously and partially in order to find our whether there was the correlation and influence of Product, Price, Place, Promotion, People, Process, and Physical evidence partially on the clients’ level of satisfaction. The gathered data were analyzed by using multiple linear regression analysis. The result of the research showed that, simultaneously, the 7P of Mix Marketing (Product, Price, Place, Promotion, People, Process, and Physical evidence) had positive and significant influence on the clients’ level of satisfaction at Bank DKI, Medan Branch, so that it increased people’s interest in becoming the clients of Bank DKI, Medan Branch

Keywords: Clients’ Satisfaction, Banking Service, Bank DKI Branch