Abstract
Banking businesses in Indonesia have grown very rapidly and they have to make efforts to survive. Banks have realized the need of a strategy in managing customer relationship to retain their customers for the businesses. Customer relationship management (CRM) is a strategy that is able help them to build long lasting relationships with their customers and increase profits. The objectives of this study were to identify the implementation of CRM and factors of CRM which have the most dominant influences on customer satisfaction and loyalty on Taplus of PT BNI (Persero) Tbk of the regional office of Jakarta BSD. The data were analyzed using the structural equation model (SEM). The survey results showed that 92.15% of the respondents stated that BNI WJB CRM performance level has been very good, while 7.85% of said the performance has been reasonably good. CRM indicators that have significant and dominant influences include the process and knowledge with a loading factor of 0.89. The results of the study showed that CRM variable significantly influences the customer satisfaction and customer loyalty; however, customer satisfaction insignificantly influences the customer loyalty. Keywords: customer relationship management, customer satisfaction, customer loyalty, SEM, BNI
Highlights
Banking businesses in Indonesia have grown very rapidly and they have to make efforts to survive
Banks have realized the need of a strategy in managing customer relationship to retain their customers for the businesses
The objectives of this study were to identify the implementation of Customer Relationship Management (CRM) and factors of CRM which have the most dominant influences on customer satisfaction and loyalty on Taplus of PT BNI (Persero) Tbk of the regional office of Jakarta BSD
Summary
Terdapat kajian yang menjadi tolok ukur dalam penelitian ini. Pertama, Imasari dan Nursalin (2011) meneliti tentang pengaruh customer relationship management terhadap ,loyalitas pelanggan pada Bank BCA. Melalui survei yang dilakukan Maftuhah et al (2014) terhadap nasabah Bank BNI Syariah Jember, disumpulkan bahwa CRM berpengaruh positif terhadap kepuasan dan loyalitas nasabah pada Bank BNI Syariah Jember. Kepercayaan dalam diri konsumen yang ditingkatkan oleh Bank BCA Manado berpengaruh signifikan terhadap peningkatan kepuasan konsumen. Kepuasan konsumen berpengaruh secara signifikan terhadap loyalitas, sedangkan kepercayaan dalam diri konsumen yang ditingkatkan oleh Bank BCA Manado memiliki pengaruh terhadap peningkatan loyalitas nasabah namun pengaruh tersebut tidak signifikan. CRM yang diterapkan oleh Bank BNI adalah salah satu sistem terpadu yang berfokus pada kepuasan nasabah dengan memberikan pelayanan tingkat tinggi serta terus menjaga hubungan antar pihak Bank BNI dan nasabah. Penelitian ini bertujuan melihat tingkat kinerja CRM yang telah dilaksanakan di Bank BNI Wilayah Jkt BSD dan mengidentifikasi faktor-faktor CRM yang memengaruhi terhadap kepuasan dan loyalitas nasabah di Bank BNI Wilayah Jkt BSD. Penelitian dilaksanakan dalam lingkup kajian pengaruh CRM terhadap kepuasan dan loyalitas
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