PENGARUH PENGELOLAAN HUBUNGAN PELANGGAN (CUSTOMER RELATIONSHIP MANAGEMENT), NILAI YANG DIRASAKAN (PERCEIVED VALUE), KUALITAS YANG DIRASAKAN (PERCEIVED QUALITY), DAN KEPUASAN (SATISFACTION) TERHADAP LOYALITAS NASABAH PERBANKAN DI KOTA BATAM
DOI:
https://doi.org/10.35794/jmbi.v9i3.44000Abstract
ABSTRACT: This study aims to analyze and examine the effect of the independent variable customer relationship management (CRM) with several components, namely, communication, conflict handling, commitment, and perceived value and perceived quality, with customer satisfaction as a mediation, on the dependent variable of customer loyalty. The object of this research is banking in Batam City to all branches of one private bank, namely the Asian Central Bank (BCA), and two state-owned banks, namely Bank Mandiri and Bank Negara Indonesia (BNI). Respondents in this study were 350 bank customers who have or are currently conducting transactions, visiting and using these banking services. The results of this study indicate that 1) the direct effect of communication, conflict handling, commitment, value and perceived quality have a significant positive effect on customer satisfaction, 2) the direct effect of customer satisfaction has a significant positive effect on customer loyalty, 3) the indirect effect of communication, conflict handling, commitment, and perceived quality have a significant positive effect on customer loyalty through customer satisfaction as a mediation, and 4) the indirect effect of perceived value has no significant effect on customer loyalty through customer satisfaction as a mediation.
ABSTRAK: Penelitian ini bertujuan untuk menganalisis dan menguji pengaruh dari variabel independen pengelolaan hubungan pelanggan (CRM) dengan beberapa komponen yakni, komunikasi, penanganan masalah, komitmen, dan nilai serta kualitas yang dirasakan, dengan kepuasan pelanggan sebagai mediasi, terhadap variabel dependen loyalitas pelanggan. Objek yang dituju dalam penelitian ini adalah perbankan yang berada di Kota Batam terhadap seluruh cabang satu bank swasta, yaitu Bank Sentral Asia (BCA), dan dua bank BUMN yaitu, Bank Mandiri dan Bank Negara Indonesia (BNI). Responden dalam penelitian ini adalah 350 nasabah bank yang pernah atau sedang melakukan transaksi, mengunjungi dan menggunakan layanan perbankan tersebut. Hasil penelitian ini menunjukkan bahwa 1) pengaruh langsung komunikasi, penanganan masalah, komitmen, nilai serta kualitas yang dirasakan berpengaruh positif signifikan terhadap kepuasan nasabah, 2) pengaruh langsung kepuasan nasabah berpengaruh positif signifikan terhadap loyalitas pelanggan, 3) pengaruh tidak langsung komunikasi, penanganan masalah, komitmen, dan kualitas yang dirasakan berpengaruh positif signifikan terhadap loyalitas pelanggan melalui kepuasan nasabah sebagai mediasi, dan 4) pengaruh tidak langsung nilai yang dirasakan tidak berpengaruh signifikan terhadap loyalitas pelanggan melalui kepuasan nasabah sebagai mediasi.
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