This research aimed to find out the effect of CRM, service quality and
switching cost to customer loyalty on customers of bank mandiri brebes
jatibarang branch.
In this research, questionnaire were spread as sampling technique by
using purposive sampling, total samples were 110 respondents. Data analisys
used SPSS for windows 16. The data that have passed validity test, reliability test.
Multiple regression analisys and classical assumption test so that it produced
regression formulation.
The dependent variable was customer loyalty and the independent
variables were CRM, service quality and switching cost parcially affected
significantly to customer loyalty, while f test result showed that all independent
variables of CRM, service quality and switching cost affected significantly to
customer loyalty overall.