Measuring Customer Loyalty and Satisfaction of Bank Bantul Using CRM and Service Quality

Heri Sutanto,Siti Dyah Handayani,Susanto Susanto

doi:10.18196/jbti.v12i3.12765

Heri Sutanto, Siti Dyah Handayani + Show 1 more

Open Access

https://doi.org/10.18196/jbti.v12i3.12765

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Abstract

This study aims to analyze and describe the effects of the service quality and customer relationship management at PD BPR Bank Bantul on the customer satisfaction and loyalty. The object of this study is PD BPR Bank Bantul, while the subjects of the study are customers taking the SMEs credit offered by the Bank. Method of analysis used in this study was Structural Equation Modelling (SEM) with the help of the AMOS program. The number of respondents was 170, taken using purposive sampling. The criteria for the sampling are as follows: the respondents are taking the SME’s credit at PD BPR Bank Bantul, residents in Bantul Regency, who are individual customers, who have been 2 years or more customer and have done 2 or more credit transactions. Data was collected through questionnaires distributed directly to the respondents and through the google form. Based on the results of the analysis, show that service quality has no significant effect on customer satisfaction, customer relationship management has a positive and significant effect on customer satisfaction, service quality has no a positive and significant effect on customer loyalty, customer relationship management has a positive and significant effect on customer loyalty and customer satisfaction has a positive and significant effect on customer loyalty. In conclusion this study accepts 3 hypotheses and rejects 2 hypotheses.

Highlights

Business competition in the financial industry is getting stronger, the issue of bank competitiveness is the main topic in the financial services industry
This study found that the customer relationship management strategy had a positive impact on customer loyalty to the banking brand
The findings of this study indicate that the use of a customer relationship management system has a positive and significant effect on customer loyalty

Summary

Introduction

Business competition in the financial industry is getting stronger, the issue of bank competitiveness is the main topic in the financial services industry. Bank Perkreditan Rakyat (BPR) must compete with various other financial institutions that have the same target community, especially Micro, Small and Medium Enterprises (SMEs). These financial institutions include Micro Finance Institutions (LKM), Rural Credit Business Entity (BUKP), Cooperatives, Baitul Maal Wat Tamwil (BMT), Credit Union (CU), Financial Technology (Fintech) and Commercial Banks operating in the Special Region of Yogyakarta (DIY). Financial institutions that are competitors to BPRs have diverse advantages, both in terms of capital, efficiency, technological mastery, and additional support from the government, providing strong pressure on the existence of BPRs. The current market and target markets are getting tighter.

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