The Increasing Of Students’ Satisfaction and Loyalty by the Use of Customer Relationship Management (CRM) (A Case Study in Medical Education Institutions, Nursing Study Program in Jakarta, Bogor, Tangerang, Depok and Bekasi)

Abstract

Abstact: Loyal customers would provide long term benefits to the company. One of many efforts in increasing services to grow up customer loyalty was with the concept of Customer Relationship Management (CRM). This study was purposed to identify and prove: (1) could Customer Relationship Management increase students’ satisfaction, (2) Could Customer Relationship Management improve the students’ loyalty, (3) could Students’ Satisfaction improve students’ loyalty. The results of this research were hoped could enrich and complete knowledge in the field of marketing, especially the marketing strategy in the development of customer relationship management theory related to satisfaction and loyalty. The research populations were the second level students and third level student of 5 (five) Medical Education Institutions, Nursing Study Program located in Jakarta, Bogor, Tangerang, Depok and Bekasi. The population in this research was included 683 individuals. The research samples were 219 respondents. The sampling method used was proportional random sampling area and taken in proportional way for each level. The research analysis was using Path Analysis. The results of the research had found that: (1) CRM could increase students’ satisfaction and the important factor in forming the CRM was a learning process, (2) CRM could increase the loyalty of students and lecturers’ factor played an important role in determining students’ satisfaction (3) students’ satisfaction could improve students’ Loyalty .