Abstract
Relationship marketing and after-sales service is believed to be the key in improving customer satisfaction. To compete with other automotive manufacturers a special strategy is needed in terms of keeping the relationship marketing and improving the quality of after-sales service. The objective of this research is to determine the effect of relationship marketing and after-sales service to customer satisfaction at PT AII Semarang. This population of this explanatory research is 14.487 customers. Sample of 99 people is taken using accidental sampling. Data Collection employs interviews, documentation and questionnaire. Data is analyzed using linear regression. The research concludes that relationship marketing and after-sales services have a positive and significant effect on customer satisfaction. The study suggests PT AII Semarang apply relationship marketing and after-sales service consistently because the company's survival depends on the customer.
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