Analisis Pengaruh Customer Relationship Management (Crm) Dan Kepuasan Pelanggan Terhadap Loyalitas Nasabah

Maulana, Ade Bima and , Ir. Mila Faila Sufa, MT (2022) Analisis Pengaruh Customer Relationship Management (Crm) Dan Kepuasan Pelanggan Terhadap Loyalitas Nasabah. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to (1) analyze the effect of Customer Relationship Management (Continuity Marketing, One to One Marketing and Partnering Program) on customer loyalty at Bank X Solo branch. (2) Analyzing the effect of Customer Relationship Management (Continuity Marketing, One to One Marketing and Partnering Program) on customer satisfaction at Bank X Solo branch (3) Analyzing the effect of satisfaction on customer loyalty at Bank X Solo branch. This research is expected to be able to provide benefits for the Bank X Solo Branch as input and evaluation material to determine the relationship of Customer Relationship Management (CRM) in the harmonious relationship that exists between the customer and the bank. The case study of this research is the customer of Bank X Solo Branch. Data retrieval through a google form questionnaire which was distributed to tourism by non- probability sampling method. The data analysis method used is Structural Equation Modeling (SEM), which is a multivariate analysis method that can analyze complex variable relationships to thoroughly explain the relationships between variables in the study. The results showed that the Partnering Program indicator has a positive and significant influence on loyalty, while the other two indicators, namely Continuity Marketing and One to One Marketing, do not directly affect customer loyalty. Indicators of Continuity Marketing, One to One Marketing and Partnering Program have a positive and significant effect on customer satisfaction. There is a positive and significant effect of customer satisfaction on customer loyalty.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	CRM (Customer Relationship Management), SEM (Structural Equation Modeling), Customer Satisfaction, Customer Loyalty.
Subjects:	T Technology > TI Industrial Engineering
Divisions:	Fakultas Teknik > Teknik Industri
Depositing User:	ADE BIMA MAULANA
Date Deposited:	16 Aug 2022 07:33
Last Modified:	16 Aug 2022 07:33
URI:	http://eprints.ums.ac.id/id/eprint/104317

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