Pengaruh Program Customer Relationship Management Terhadap Loyalitas Pelanggan (Study Kasus pada Bank Konvensional dan Bank Syariah di Kota Bogor)

Abstract

The number of banks in Indonesia indicates the existence of competition in the banking industry. It can be seen from the percentage growth in customer deposits decreased. Percentage growth decline suggests that the two types of customers in the bank does not always save their money and tendency to move from one to another bank which ultimately lead to disloyal attitude. The existence of competition between the two types of banks in collecting deposits from customers, making the company tried to implement a marketing strategy that can affect customer loyalty to keep the money in the bank. One ofthose strategy is Customer Relationship Management. In This research will describe the influence of CRM programs on customer loyalty at conventional banks and Islamic banks in Bogor. The data processing using Structural Equation Model (SEM) method. Result of this Research indicate not all CRM programs have a significant effect on customer loyalty in conventional banks and Islamic banks. CRM programs that significantly affect customer loyalty in both types of banks i.e Continuity marketing programs and Partnering. The most dominant variable effect on customer loyalty in conventional banks is Continuity Marketing with a value of 0,65. While the Islamic banks are the most influential variables on customer loyalty is Partnering with a value of 0,45