STRATEGI CUSTOMER RELATIONSHIP MARKETING TERHADAP LOYALITAS PELANGGAN
Sri Setyo Iriani
Jurusan Manajemen Fakultas Ekonomi Universitas Negeri Surabaya
Kampus UNESA Ketintang Surabaya, 60237
Korespondensi dengan Penulis:
Sri Setyo Iriani: Telp. + 62 31 829 9945, Fax. +62 31 829 9946
Competition in the banking industry had rapidly gave freedom to our customers in determining the choice to use their services, so if the value received was not as expected, then the customers were easy to move to another bank, which was considered in accordance with their wishes. Thus, banks were implementing various strategies, both offensive and defensive oriented. Defensive strategy was oriented to maintain customers by building relationships with customers so that customers will be loyal to the bank. This study aimed to examine the effect of customer relationship marketing strategy on customer loyalty of BNI and BCA in East Java. Total sample was 210 clients, 105 clients each of BNI and BCA. Data was collected using interviews and questionnaires. The results showed that there was influence of customer relationship marketing strategy on customer loyalty of BNI and BCA, because each customer provided high ratings on all indicators of the bank’s CRM strategy in which they saved money. Trust was the most decisive for customers in a comprehensive evaluation of the closeness of the relationship with the bank. Furthermore, customers of both banks showed high behavioral loyalty to each bank.
Key words: Customer Relationship Marketing, customers’ loyalty