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.