Pengaruh internet based customer relationship management (e-CRM) terhadap loyalitas nasabah Bank CIMB Niaga di Jakarta

Budiarto, Robby (2016) Pengaruh internet based customer relationship management (e-CRM) terhadap loyalitas nasabah Bank CIMB Niaga di Jakarta. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini menganalisa hubungan eCRM terhadap loyalitas nasabah bank di industri perbankan di Jakarta studi kasus pada Bank CIMB Niaga.Fenomena eBusiness sedang tren di negara negara maju maupun berkembang di dunia ini. Transaksi bisnis meluas secara virtual, begitu juga pelayanan dan pemeliharaan hubungan perusahaan dengan pelanggan yang kini dilakukan dengan dukungan secara elektronik (virtual) juga, dengan bantuan Customer Relationship Management (CRM) yang berbasis internet atau electronic Customer Relationship Management (e-CRM). Bank CIMB Niaga, bank nomor 5 (lima) terbesar di Indonesia melihat fenomena ini dan bereaksi dengan melakukan eCRM juga. Banyak upaya dilakukan Bank CIMB Niaga untuk meningkatkan relationship quality dengan nasabahnya. Beberapa upaya eCRM yang dimaksud adalah: electronic Direct Mailing (eDM), interpersonal communication, preferential treatment, rewards, dan frequency of usage of internet dan mobile banking oleh nasabahnya dengan menyediakan platform ebanking yang nyaman dan handal. Menggunakan nasabah perorangan CIMB Niaga di Jakarta dan sekitarnya sebagai responden pada penelitian ini, dengan membagikan kuesioner kepada 150 responden yang kemudian hasil dari kuesioner tersebut diolah dengan metode SEM (Structural Equation Model) dengan bantuan software (AMOS). Penelitian menemukan bahwa upaya dari eCRM berpengaruh positif terhadap relationship quality, dan relationship quality yang baik tersebut meningkatkan loyalitas nasabah bank CIMB Niaga. Penelitian menunjukkan bahwa upaya eCRM yang dilakukan Bank CIMB Niaga membuahkan hasil yang baik yakni loyalitas jangka panjang nasabah kepadanya. / This study analyzes the relationship betweenefforts of eCRMwith customers’ loyalty in Jakarta’s banking industry; case study at Bank CIMB Niaga.The phenomenon of eBusiness is trending in both developed and emerging countries in the world. Not only business transaction that is expanding virtually, but also the way companies are servicing and retaining their customers which have expanded virtually as well with the help of an Internet-based or electronic Customer Relationship Management (e-CRM). Bank CIMB Niaga, the fifth largest bank in Indonesia, saw this phenomenon and has responded to it by doing and applying eCRM at the bank. The Bank has been putting alot of efforts in order to improve its relationship quality with the customers. Some of those eCRM effortsare: electronic Direct Mailing (eDM), interpersonal communication, preferential treatment, rewards, and encouraging higher frequency or usage of internet and mobile banking by providing the customers with a reliable and convenient eBanking platform.150 questionnaires were distributed to 150 respondents which are the Bank’s individual customers in Jakarta and surrounding areas.The results were then processed using SEM (Structural Equation Model) method with the help of computer software: AMOS. The study found that the efforts of eCRM positively affect relationship quality, which will improve the customers’ loyalty to bank CIMB Niaga. The research shows that the efforts of eCRM undertaken by Bank CIMB Niaga have good impact which will lead towards long-term customers loyalty to the bank.

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