The Customer relationship marketing as the antecedents to increasing customer loyalty

Authors

  • Sudirman Zaid University Halu Oleo
  • Juharsah Juharsah
  • Hayat Yusuf
  • Nursaban Rommy Suleman

DOI:

https://doi.org/10.20525/ijrbs.v9i5.865

Keywords:

CRM Banking, Bonding, Empathy, Reciprocity, Trust, Commitment, Loyalty

Abstract

This study aims to determine the implementation of the Customer Relationship Marketing (CRM) strategy in increasing Bank Bahteramas Customer Loyalty (CL) in Southeast Sulawesi. This research was conducted at 10 Bahteramas Bank Branch Offices in Southeast Sulawesi, namely; Kendari, Unaaha, Kolaka, Lasusua, Baubau, Raha, Wanci, Kasipute, Andoolo, Wanggudu. The sample in this study was 200 respondents who were distributed in all existing branch offices, where each branch office was taken, 20 respondents. The technique of determining the sample refers to the technique of accident sampling. This study uses multivariate regression. The results found that simultaneously CRM variables consisting of Bonding, Empathy, Reciprocity, Trust, and Commitment simultaneously had a significant effect on CL at Bahteramas Bank in Southeast Sulawesi. Then the partial test results (t-test) showed that: (1) Bonding as CRM strategy significantly influences on CL; (2) Empathy as CRM strategy has an insignificant effect on CL; (3) Reciprocal as CRM strategy has no significant effect on CL; (4) Trust as CRM strategy has a significant effect on CL; (5) Commitment as CRM strategy has a significant effect on CL.

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Published

2020-09-18

How to Cite

Zaid, S., Juharsah, J., Yusuf, H., & Suleman, N. R. (2020). The Customer relationship marketing as the antecedents to increasing customer loyalty. International Journal of Research in Business and Social Science (2147- 4478), 9(5), 245–254. https://doi.org/10.20525/ijrbs.v9i5.865

Issue

Section

Special Topics in Financial Ecosystem