The Implementation of Relationship Marketing in Building Customer Trust at SMK Kesehatan Nusantara

Abstract

This study aims to analyze the implementation of relationship marketing in building customer trust within a vocational health education institution. In the increasingly competitive environment of private educational institutions, long-term relationship strategies play a crucial role in maintaining institutional sustainability. This research employs a quantitative approach using survey data collected from students and parents as primary customers. The data were analyzed using multiple regression analysis to examine the effect of communication, commitment, and service quality on customer trust. The findings indicate that communication, institutional commitment, and service quality have a positive and significant influence on customer trust. Among these variables, service quality shows the strongest effect. The results highlight the importance of relationship-based marketing strategies in strengthening institutional credibility and long-term customer loyalty in the education sector.