SUMMARY
This research aims to analyze the effect of governance and customer relationship quality on marketing performance at Rural Banks (BPR) in Banten and West Java. In addition, this research also analyzes the efforts to improve marketing performance through competitive advantage. The population in this research was 399 Rural Banks in Banten and West Java. The sampling technique used saturated samples through questionnaires with 262 respondents as the sample. The data collection was conducted through questionnaires based on validity and reliability criteria, and was analyzed through path analysis method. The results of this reseach indicates that the quality of customer relationships has no effect on competitive advantage while the relationships have a positive and significant effect on marketing performance. Furthermore, the governance excellence has a positive and significant effect on marketing performance and competitive advantage has a positive effect on marketing performance. Then, it can be concluded that the excellence of BPR governance has a positive effect on competitive advantage.