Public relations dan pengaruhnya terhadap loyalitas nasabah bank
Abstract
This study discusses the role of Public Relations in the banking sector and its impact on customer loyalty. In the era of digital technology, the Public Relations strategy is very important for banks to build a good image, increase trust, and maintain strong relationships with customers. Through open communication and effective crisis management, Public Relations contributes to creating long-term customer loyalty. Factors such as service quality, credibility, and emotional engagement also play a crucial role in shaping customer loyalty. This study shows that active and integrated Public Relations with digital technology can increase customer loyalty, especially by strengthening the bank's reputation and responding quickly to customer needs. Stronger public relations on digital platforms, including social media and mobile apps, allows for real-time and interactive communication with customers. Furthermore, educational programs focused on financial literacy are crucial to help customers understand the products and services offered and how to manage their finances wisely.
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