Customer Relationship Management dalam Meningkatkan Loyalitas Nasabah Bank BNI UNPAD

Puti Embun Sari

doi:10.31317/jmk.9.2.1-23.2018

Puti Embun Sari UNIVERSITAS DHARMA ANDALAS

DOI: https://doi.org/10.31317/jmk.9.2.1-23.2018

Abstract

This study aimed to determine Customer Relationship Management at UNPAD Branch Office of BNI and also to recognize the influence of CRM exchange of emotions, exchange of knowledge, and exchange of acts through the customer loyalty at UNPAD Branch Office of BNI. The obtained data in this study are from the questioners-consisted of 16 questions that distributed among the 100 customers at UNPAD Branch Office of BNI. The sampling technique used is purposive sampling. Analysis tool that used to test the hypothesis is path analysis. The result of descriptive hypothesis shows that UNPAD Branch Office of BNI has leaving a satisfactory CRM exchange of emotions, exchange of knowledge, and exchange of acts. At the same time, The result of verification hypothesis shows that the customer loyalty at UNPAD Branch Office of BNI are significantly influenced by CRM exchange of emotions and exchange of acts, both partially and simultaneously. But has no partially effect between exchange of knowledge through customer loyalty.

References

Brown, A. Stanley. 2000. Customer Relationship Management: Strategic Imperative In The World of E-Business. Canada : John Wisley and Sons

Chaston, I. 2000. Relationship Marketing and The Orientation Customers Require of Suppliers. Journal of Service Industries, 20/3: 147-166.

Greenberg, Paul, â€œCRM at the speed of Light: Capturing and Keeping Customers in Internet Real Timeâ€, Second Edition, McGraw-Hill : 2002

Griffin, Jill. 2002. Customer Loyalty How To earn it, How To Keep It Iâ€ Mc. Graw Hill, Kentucky.

--------------. 2005. Customer Loyalty : Menumbuhkan & Mempertahankan Kesetiaan pelanggan. Jakarta : Erlangga.

Hurriyati, Ratih. 2005. Bauran Pemasaran dan Loyalitas Konsumen. Bandung : Alfabeta

Kotler, Philip dan Kevin Lane Keller. 2006. Marketing Management 12 Ed. New Jersey: Pearson Education.

Krisna Wijaya. 2007. Pemasaran Produk dan Jasa Perbankan. Bahan ceramah dan kuliah pada Sekolah Staf dan Pimpinan bank (Sespibank). LPPI, Jakarta.

Strauss,J. 2001. E-marketing 2nd New Jersey: Upper Saddle River.

Sheth, Jagdish N, Parvatiyar,A & Shainesh, G.(2001). Customer Relationship Management : Emergin Concepts, Tools, and Aplications, New Delhi: Tata McGraw-Hill

Storbacka, Kaj dan Jarmo R. Lehtinen, 2001. Customer Relationship Management: Creatinf Competitive Advantage Through Win-win Relatuionship Strategies. McGraw-Hill. Singapore.

Tjiptono, Fandy. 2002 ,Manajemen Jasa, Yogyakarta: Andi.

Tjiptono, Fandy dan Gregorius Chandra. 2005. Service, Quality & Satisfaction. Andi Offset. Yogyakarta.
Parasuraman, Valarie A. Z. and Berry. (2002). Delivering Service Quality. Mc Milan, New York.

Puti Embun Sari. 2011. Penerapan Customer Relationship Management Dalam Meningkatkan Loyalitas Nasabah pada Bank BNI Kantor Layanan UNPAD. Tesis Fakultas Ekonomi Universitas Padjadjaran Program Studi Magister (S2) Manajemen

Zeithaml, Bitner and Gremler. 2006. Service Marketing. Fourth edition. Prentice Hall : Exclusive right by Mc Graw-Hill

Vanessa Gaffar. 2007. CRM dan MPR Hotel (Customer Relationship Management and Marketing Public Relations). Bandung: Alfabeta