PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS NASABAH PT. BANK MANDIRI (PERSERO) Tbk, KC DOTULOLONG LASUT MANADO

Abstract

This study aims to determine the influence of Customer Relationship
Management on customer loyalty in PT. Bank Mandiri (Persero) Tbk, KC
Dotulolong Lasut Manado. This research is quantitive research using survey
method. Data collection technique is done by division of questionnaires filled by
100 respondents who become the sample in this research. Data collection was
done with questionnaires that have been tested for validity and reliability. Data
analysis use is descriptive statistic, consisting of correlation coefficient and
simple regression done by using program SPSS. The result of the research shows
that there is significant influence between Customer Relationship Management on
customer loyalty. Customer Relationship Management is a very important thing
for the company to establish long-term relationships with customers in order to
achieve satisfaction that also impact on customer loyalty, then for the benefit of
the two parties, the company further improve and optimize the system Customer
Relationship Management to increase customer loyalty.

Keyword: Customer Relationship Management, customer loyalty.