Pengaruh Manajemen Kerelasian Pelanggan terhadap Loyalitas Nasabah PT Bank Muamalat Indonesia,Tbk Cabang Bogor

Abstract

Loyalty is a customer commitment to constantly resubscribe and repurchase a product or service in the future. Every company wants the customer to have high loyalty toward their products, so does PT Bank Muamalat Indonesia (BMI), Tbk Branch Bogor. Loyalty appears because of customer satisfaction and good relationship between the customer and the company. Customer relationship management is needed to mantin a good relationship between the customer and the company. Customer relationship management in BMI is a company approaching to (1) customer identification (IDENT), (2) customer differentiation (DIFFER), (3) interaction to retain (INTER) and (4) technology development (TEKNO). The fourth independent variables, satisfaction (PUAS) and loyalty (LOYAL) as the dependent variables are variables that can not be measured 6 directly, so they are needed to take a few indicators as a measurement. Structural equation modeling is an approach that can be used to solve the problem. The structural equation modeling analysis is needed to see how customer relationship management and customer satisfaction influence customer loyalty. The result shows that the development of technology (TEKNO) is the factor that influences satisfaction (PUAS) and it is effected to customer loyalty (LOYAL).