Pengaruh Manajemen Hubungan Pelanggan Terhadap Loyalitas Nasabah Di PT BRI Cabang Cibinong, Bogor
Abstract
The banking sector has an impact on a nation's economy. As a service provider, the success of a bank is mostly dependent on the quality of its services. The banking industry must use good customer relationship management (CRM) to create sustained competitiveness, as the cost of recruiting new customers is far higher than the cost of
retaining existing ones. Implementing CRM requires consideration of people, processes, and technology. Bank BRI Cibinong is one of the BRI branch offices in Bogor's Cibinong District. Bank The fee-based income net profit achieved by BRI in 2019 was just 94.2 percent of the goal. Consequently, the growth performance of BRI's third party funds
(DPK) relative to the average competition banking industry in December 2021 was lower
than the growth of the competitor banking industry's DPK in October 2021. In 2021, BRI's time deposit instruments decreased by 6.50 percent. Utilization of technical
advances plays a crucial role in supporting the business processes and digital
transformation activities of BRI. To increase its fee base income, BRI must convince customers to accept technology-based services, particularly in suburban or even rural
locations. One of BRI's initiatives to develop long-term client connections is its
responsiveness in answering customer concerns. The processing of BRI Cibinong complaints is shown in the BRICare Cibinong Branch's key performance indicator (KPI), which indicates that 90% of customer complaint reports do not fulfill the assessment
standards. Various factors are believed to influence the future success of the organization. The purpose of this research is to investigate the factors that impact customer satisfaction through customer relationship management (CRM) and their influence on customer
loyalty. The study was done at the Bank BRI Cibinong branch in the Bogor Regency. The population and sample for this study are clients from all Bank BRI Cibinong labor units. Purposive sampling was used to collect data from 400 respondents. This study utilizes
both primary and secondary data sources. The distribution of questionnaires to respondents was utilized to collect primary data. Questionnaire measurement scale utilizing a Likert scale. Analysis methods included descriptive analysis and Covariance- Based-Structural Equation Modeling (CB-SEM). Customer relationship management (CRM) variables such as complaint
resolution, cross-selling, technology adoption, and customer appreciation have a positive effect on customer satisfaction. Consumers trust BRI has developed effective complaint
management, cross-selling, technology adoption, and customer appreciation practices. Customer satisfaction has a positive effect on Bank BRI Cibinong's ability to increase customer loyalty. The coefficient value for customer satisfaction, which mediates the effect of complaint handling on customer loyalty, is greatest Sektor perbankan memiliki pengaruh terhadap perekonomian suatu negara. Kualitas pelayanan merupakan syarat utama yang menentukan keberhasilan perbankansebagai perusahaan yang bergerak di bidang penyedia jasa. Penerapan manajemen hubungan pelanggan atau customer relationship management (CRM) yang efektif perlu di implementasikan industri perbankan untuk bisa menciptakan daya saing yang berkelanjutan mengingat biaya untuk memperoleh pelanggan baru jauh lebih tinggi
daripada mempertahankan pelanggan yang sudah ada. Pelaksanaan CRM memperhatikan aspek people, process dan technology. Bank BRI Cibinong merupakan salah satu kantor
cabang BRI di Kecamatan Cibinong, Kabupaten Bogor. Keberhasilan bisnis Bank BRI
dalam pencapaian laba bersih fee based income yang diperoleh pada tahun 2019 hanyasebesar 94,2% dari target yang ditetapkan. Demikian kinerja pertumbuhan dana pihak ketiga (DPK) BRI dengan rata-rata industri perbankan kompetitor pada Desember 2021sebesar 7.14% berada dibawah pertumbuhan DPK industri perbankan kompetitor Oktober 2021. Pada instrumen simpanan deposito BRI mengalami penurunan ditahun 2021sebesar 6,50%. Pemanfaatan perkembangan teknologi memiliki peran penting untuk mendukung proses bisnis dan proses transformasi digital BRI. Tantangan yang dihadapi
BRI dalam upaya meningkatkan fee base income adalah membuat nasabah mengadopsi layanan berbasis teknologi khususnya pada daerah pinggir kota atau bahkan pedesaan. Salah satu upaya BRI membangun hubungan jangka panjang dengan nasabah melalui responsivitas dalam menangani keluhan nasabah. Penanganan keluhan BRI Cibinong terlihat pada pencapaian key performance indicator (KPI) BRICare Cabang Cibinong menunjukkan sebagian besar laporan pengaduan nasabah belum memenuhi standar penilaian (90%). Berbagai faktor yang diduga dapat mempengaruhi pencapaian perusahaan dimasa yang akan datang. Tujuan dari penelitian ini adalah untuk menganalisis faktor-faktor yang mempengaruhi kepuasan pelanggan melalui manajemen hubungan pelanggan (CRM) dan dampaknya terhadap loyalitas pelanggan. Penelitian dilakukan di Bank BRI Cibinong Kabupaten Bogor. Populasi dan sampel penelitian ini adalah nasabah diseluruh unit kerja Bank BRI Cibinong. Teknik pengambilan sampel dilakukan secara sampling purposive sebanyak 400 responden. Penelitian ini menggunakan data primer dan sekunder. Data primer diperoleh melalui penyebaran kuesioner yang diberikan kepada responden. Skala pengukuran kuesioner menggunakan skala Likert. Analisis deskriptif dan Covariance Based-Structural EquationModeling (CB-SEM) digunakan sebagai metode analisis. Variabel CRM dari penanganan keluhan, penjualan silang, adopsi teknologi danapresiasi pelanggan memiliki dampak positif terhadap kepuasan pelanggan. Nasabah mepresepsikan BRI secara umum telah menerapkan penanganan keluhan, penjualan silang, adopsi teknologi dan pemberian penghargaan pelanggan yang baik. Kepuasan pelanggan memiliki pengaruh positif dalam meningkatkan loyalitas nasabah Bank BRI
Cibinong. Kepuasan pelanggan yang memediasi pengaruh antara penanganan keluhan terhadap loyalitas pelanggan memiliki nilai koefisien terbesar.
Collections
- MT - Economic and Management [2970]