The Effect of Customer Relationship Management, Service Quality, and Satisfaction with Complaint Resolution on Corporate Image, Customer Confidence and Customer Loyalty of Individual Giro Customerat PT. Bank Pembangunan Daerah Jawa Timur TBK.

Authors : Toto Sugito; Amiartuti Kusmaningtyas; Abdul Halik

Volume/Issue : Volume 5 - 2020, Issue 12 - December

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Fintech's presence further tightened competition between banks and non-bank, as evidenced by slowing growth in banking transactions through debit cards and credit cards. The challenging of Bank Jatim's performance due to intense competition, making loyalty a very important thing, in order to keep customers loyal using bank services, does not move to other banks. The purpose of this study is to analyze customer loyalty at Bank Jatim, as well as the factors that influence it, namely CRM, service quality, satisfaction with complaint resolution, corporate image, and customer confidence. The study design uses explanatory research. The research sample was Bank Jatim Individual Giro customers, and a sample of 365 employees was obtained. Data analysis techniques using Structural Equation Modeling (SEM). The results show CRM and service quality both significantly effect on corporate image and customer confidence, but its effect on customer loyalty are not significant. Satisfaction with complaint resolution significantly effect on corporate image, customer confidence, and customer loyalty. Corporate image has a significant effect on customer confidence but not on customer loyalty. Finally, customer confidence has a significant effect on customer loyalty. The recommendation for further research is that the model analysis can be grouped based on the mild nature of the severity of customer complaints, severe complaints if able to be resolved properly will be able to change negative customer attitudes into positive attitudes. Conversely, a mild complaint does not affect the customer's attitude because the resolution of the complaint is considered easy

Keywords : CRM, Service Quality, Satisfaction with Complaint Resolution, Corporate Image, Customer Confidence, Customer Loyalty


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