Implementation Of Customer Relationship Management In Order To Build Customer Satisfaction And Loyalty

Abstract

This study aims to examine the impact of the implementation of customer relationship management (CRM) on customer satisfaction and loyalty, and the impact of satisfaction on customer loyalty of government commercial banks (BNI, BRI, Bank Mandiri, and BTN) in East Java Province. The research instrument used was a questionnaire. The research covered employees, technology, sales, products, and performance. The population of this study is all depositors of government commercial banks (BNI, BRI, Bank Mandiri, and BTN) in East Java Province. The sampling method uses purposive sampling with a total sample of 120 respondents taken in three locations in three cities in the East Java region, namely: Jember City represents a small town, Malang City represents a medium city, and Surabaya City represents a large city. The allocation of the number of samples for each bank and each city is carried out proportionally. Data analysis models use Structural Equation Modelling (SEM). The analysis shows that CRM has a significant positive effect on customer satisfaction and loyalty, and customer satisfaction has a significant positive effect on customer loyalty. Keywords — customer relationship management, customer satisfaction, customer loyaltyPenelitian ini bertujuan untuk menguji dampak: implementasi customer relationship management (CRM) terhadap kepuasan dan loyalitas nasabah, serta menguji dampak kepuasan terhadap loyalitas nasabah Bank Umum Pemerintah (BNI, BRI, Bank Mandiri, BTN) di Propinsi Jawa Timur. Instrumen penelitian menggunakan kuesioner. CRM yang diteliti meliputi karyawan, teknologi, penjualan, produk, dan kinerja. Populasi penelitian ini adalah seluruh nasabah penabung Bank Umum Pemerintah (BNI, BRI, Bank Mandiri, BTN) di Provinsi Jawa Timur. Metode sampling menggunakan purposive sampling dengan jumlah sampel sebanyak 120 responden yang diambil di tiga lokasi di tiga kota di wilayah Jawa Timur, yakni: kota Jember mewakili kota kecil, Kota Malang mewakili kota sedang dan kota Surabaya mewakili ota Besar. Alokasi jumlah sampel untuk masing Bank dan masing-masing kota dilakukan secara proporsional. Model analisis data menggunakan Struktural Equation Modelling (SEM). Hasil analisis menunjukkan bahwa CRM berdampak positif signifikan terhadap kepuasan dan loyalitas nasabah,  dan kepuasan nasabah berdampak positif signifikan terhadap loyalitas nasabah. Kata Kunci: Customer Relationship Management, Kepuasan Nasabah, Loyalitas Nasabah