CRM (Customer Relationship Management) Effect on Increasing Customer Loyalty (Case Study: Bank X – Pasuruan Branch Officer)

Taufik Rachmad Fauzy; Dwi Mei Riya  Ristanti

doi:10.36456/tibuana.6.2.7843.141-146

Authors

Taufik Rachmad Fauzy Universitas Yos Soedarso
Dwi Mei Riya Ristanti Universitas Yos Soedarso

DOI:

https://doi.org/10.36456/tibuana.6.2.7843.141-146

Abstract

This study analyzes the influence of Customer Relationship Management (CRM) Customer Loyalty on the State Savings Bank in Pasuruan. CRM is explained by identifying indicators, differentiation, interaction and customization. At the same time, the indicators are explained by loyalty, satisfaction, emotional ties, trust, behaviour, and history with the company. The analysis results show the effect of increasing CRM on the absolute loyalty of the State Savings Bank in Pasuruan. CRM influences 92.3%, and other factors outside the model influence 7.7%. The most influential factor interaction on height was 73%, followed by identification at 71.1%, Costumize factor at 61.58% and differentiation factor at 51.8%. The conclusion is that CRM, which is explained by these four factors, greatly influences fostering and increasing customer loyalty. Customers need special attention from bank management in making transactions to meet their needs and other services that can be accessed quickly and easily.

Downloads

Download data is not yet available.

References

Setiawati, A. P., Susetyorini Susetyorini, U. E., Rusdiyanto, R., Astanto, D., Ulum, B., Khadijah, S. N., ... & Umanailo, M. C. B. (2019). The Role Of Customer Service Through Customer Relationship Management (CRM) To Increase Customer Loyalty And Good lmage. International Journal of Scientific and Technology Research, 8(10), 2004-2007.

Khan, R. U., Salamzadeh, Y., Iqbal, Q., & Yang, S. (2022). The impact of customer relationship management and company reputation on customer loyalty: The mediating role of customer satisfaction. Journal of Relationship Marketing, 21(1), 1-26. DOI: https://doi.org/10.1080/15332667.2020.1840904

Bhat, S. A., & Darzi, M. A. (2016). Customer relationship management: An approach to competitive advantage in the banking sector by exploring the mediational role of loyalty. International Journal of Bank Marketing, 34(3), 388-410. DOI: https://doi.org/10.1108/IJBM-11-2014-0160

Malik, G. (2015). Impact of customer relationship management on customer loyalty and customer retention with reference to automobile sector. university Journal of research, 1(1), 70-89.

Saputra, S. (2019, March). The Effect of Customer Relationship Management (CRM) on Bank Customer Loyalty through Satisfaction as Mediating Variable: Evidence in Batam, Indonesia. In International Symposium on Social Sciences, Education, and Humanities (ISSEH 2018) (pp. 146-151). Atlantis Press. DOI: https://doi.org/10.2991/isseh-18.2019.34

Hassan, R. S., Nawaz, A., Lashari, M. N., & Zafar, F. (2015). Effect of customer relationship management on customer satisfaction. Procedia economics and finance, 23, 563-567. DOI: https://doi.org/10.1016/S2212-5671(15)00513-4

Kumar, P., & Mokha, A. K. (2020). A Study on Relationship Between Electronic Customer Relationship Management (E-CRM) and Customer Loyalty in the Banking Industry. Ramanujan International Journal of Business and Research, 5, 211-226. DOI: https://doi.org/10.51245/rijbr.v5i1.2020.224

Tao, F. (2014). Customer relationship management based on increasing customer satisfaction. International Journal of Business and Social Science, 5(5).

Lee, L. W., Tang, Y., Yip, L. S., & Sharma, P. (2018). Managing customer relationships in the emerging markets–guanxi as a driver of Chinese customer loyalty. Journal of business research, 86, 356-365. DOI: https://doi.org/10.1016/j.jbusres.2017.07.017

Basalamah, M. R., Erdhianto, Y., & Prabowo, R. (2021, October). Analisa Pengaruh Mix Marketing dan Impulse Buying untuk Peningkatan Penjualan Dengan Variabel Moment of Truth Sebagai Intervening (Studi Kasus: UD. Sofi Garment Surabaya). In Prosiding Seminar Nasional Sains dan Teknologi Terapan (Vol. 9, No. 1, pp. 177-185).

Farida, N., & Jannah, A. V. (2022). The Effect of Service Quality and Customer Relationship Management (CRM) On Customer Loyalty. Utsaha (Journal of Entrepreneurship), 64-77.

Tseng, S. M., & Wu, P. H. (2014). The impact of customer knowledge and customer relationship management on service quality. International journal of quality and service sciences, 6(1), 77-96. DOI: https://doi.org/10.1108/IJQSS-08-2012-0014

Murtiningsih, D., Usino, W., & Chandra, J. C. (2019). The Influence of Customer Relationship Management Influencing Factors on Student Loyalty using Student Satisfaction as Mediation Variable. In 2nd International Conference on Inclusive Business in the Changing World (ICIB 2019) (pp. 622-627). DOI: https://doi.org/10.5220/0008434506220627

Ngoma, M., Ruqqaiya, N., Moya, M. B., & Ntale, P. D. (2020). Customer relationship management technologies, service quality and customer loyalty in the hotel industry in Uganda. Journal of Management & Administration, 2020(2), 19-48.

Mohamed, S. M., Marie, M., & Yehia, E. (2022). The Influence of Electronic Customer Relationship Management (e-CRM) on Service Quality, Customersatisfaction, Loyalty and Trust. Journal of Management Information & Decision Sciences, 25(5).

Aluri, A., Price, B. S., & McIntyre, N. H. (2019). Using machine learning to cocreate value through dynamic customer engagement in a brand loyalty program. Journal of Hospitality & Tourism Research, 43(1), 78-100. DOI: https://doi.org/10.1177/1096348017753521

Mokha, A. K., & Kumar, P. (2022). Examining the interconnections between E-CRM, customer experience, customer satisfaction and customer loyalty: A mediation approach. Journal of Electronic Commerce in Organizations (JECO), 20(1), 1-21. DOI: https://doi.org/10.4018/JECO.292474

Hikam, S. B., Erdhianto, Y., & Prabowo, R. (2021, October). Analisa Integrasi Metode Service Quality dan ADKAR (Awareness, Desire, Knowledge, Ability dan Reinforcement) untuk Peningkatan Kualitas Pelayanan Pasca Covid-19 (Studi Kasus Pada UMK Dapur Lukita Surabaya). In Prosiding Seminar Nasional Sains dan Teknologi Terapan (Vol. 9, No. 1, pp. 134-139).

Hwang, J., & Choi, L. (2020). Having fun while receiving rewards?: Exploration of gamification in loyalty programs for consumer loyalty. Journal of Business Research, 106, 365-376. DOI: https://doi.org/10.1016/j.jbusres.2019.01.031

Kahokaew, P., & Nurittamont, W. (2021). The Influence of Customer Relationship Management and Customer Experience Quality on Customer Loyalty of Thai Credit Retail Bank Public Company Limited: Testing the Role of Corporate Image as a Mediator Variable. Asian Administration & Management Review, 4(2). DOI: https://doi.org/10.2139/ssrn.3987180