ANALISIS PENGARUH ELECTRONIC CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP KUALITAS HUBUNGAN DAN LOYALITAS NASABAH BANK CENTRAL ASIA (BCA) DI YOGYAKARTA
Abstract
Business competition in the Bank Industry becomes more competitive. It encourages
those financial company to understand the importance of Customer Relationship
Management (CRM) and its potential to help the company to maintain its existing customers.
Followed by the rapid development of internet technology which supports to establish
relationships with customers that called Electronic Customer Relationship Management (ECRM). The E-CRM system has the main objective of improving customer service, maintaining
customers, increasing customer's value and establishing the right method to encourage
customers loyalty. This research aims to determine the relationship between the marketing
efforts of Electronic Customer Relationship Management (E-CRM) which consists of
electronic direct mail, interpersonal communiation, preferential treatment and rewards to the
customer relationship quality which then also affect customer loyalty. The population in this
study are customers of Bank Central Asia (BCA) in Yogyakarta and 96 respondents were
determined for the samples using convenience sampling technique. The results showed all
four efforts of E-CRM have a significant impact on customer relationship quality on the first
model multiple liniear regression. Then for the second model showed that customer
relationship quality has a significant impact on customer loyalty.
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