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Pengaruh Customer Relationship Marketing Terhadap Kepuasan Dan Loyalitas Nasabah Pada Pt. Bank Rakyat Indonesia Persero Tbk Cabang Tuanku Tambusai Pekanbaru

The level of competition in the banking industry in all parts of Indonesia, especially in the city of Pekanbaru, shows an increase, this is seen from the number of banks that provide and offer their products to customers. Among the banks in Pekanbaru City are BRI Tambusai Branches. Therefore, to be able to survive in the banking industry, the Bank must be able to maintain customers and increase the number of customers. One strategy is to improve the Customer Relationship Marketing program. Because this will be able to shape customer satisfaction and loyalty.
This research will be carried out by BRI Tambusai Branch customers, with research locations spread across the Pekanbaru City Area. With a total sample of 100 customers. Data collection techniques used are using questionnaires. As for analyzing data, the WarPls programs are used.
The results of this study indicate that: 1) the CRM dimension which consists of Trust, Linkage, Communication, and Reciprocity has a positive effect on the customer satisfaction of BRI Branch in Tambusai; 2) CRM dimension which consists of Trust, Linkage, Communication, and Reciprocity has a positive effect on the loyalty of BRI customers of Tambusai Branch; 3) satisfaction has a positive effect on the loyalty of BRI customers at Tambusai Branch.
Based on the results of the study, the company must be able to increase customer satisfaction, one of which is to improve and enhance the dimensions of CRM provided to customers.

Keywords: Trust, Relationship, Communication, Reciprocity , Satisfaction, Loyalty

Ketersediaan
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Perpustakaan Universitas Riau 10 03. 218 (0114)
10 03. 218 (0114)
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
10 03. 218 (0114)
Penerbit
Pekanbaru : Universitas Riau – Pasca Sarjana – Tesis Manajemen.,
Deskripsi Fisik
xvi, 127 hlm.; ill.; 29 cm
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
10 03. 218 (0114)
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
PASCASARJANA (MAGISTER) MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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Tidak tersedia versi lain

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