Nugroho, Ridwan Prasetyo (2019) Pengaruh Customer Relationship Marketing Dan Self Service Technology Terhadap Customer Loyalty Melalui Customer Satisfaction (Studi Pada Nasabah Pinjaman PT. Bank Rakyat Indonesia (PERSERO) Tbk. Kantor Cabang Tulungagung). Magister thesis, Universitas Brawijaya.
Abstract
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh customer relationship marketing (CRM), dan Self Service Technology (SST) terhadap loyalitas nasabah melalui kepuasan nasabah Bank BRI Cabang Tulungagung. Teknik pengambilan sampel menggunakan proportionate random sampling dengan jumlah sampel sebesar 170 responden. The Partial Least Square (PLS) digunakan untuk analisa data dan uji hipotesis. Hasil penelitian menunjukkan bahwa CRM berpengaruh signifikan terhadap kepuasan nasabah dan loyalitas nasabah, sedangkan SST hanya berpengaruh terhadap kepuasan nasabah, namun tidak berpengaruh terhadap loyalitas nasabah. Kepuasan nasabah memiliki peran sebagai variabel mediasi pada hubungan CRM dengan loyalitas nasabah, meskipun sifat dari mediasi tersebut hanyalah parsial. Kepuasan nasabah juga mampu memediasi hubungan SST dengan loyalitas nasabah, dan sifat dari mediasi tersebut adalah penuh. Keterbatasan penelitian ini adalah pengukuran customer relationship marketing (CRM) pada sisi psikologis nasabah yang menggunakan pendekatan customer satisfaction. Untuk penelitian berikutnya, Relationship Marketing dapat dilakukan melalui 3 pendekatan, yaitu: customer value, customer satisfaction dan interaksi.
English Abstract
The purpose of this study was to determine the effect of customer relationship marketing (CRM), and Self Service Technology (SST) on customer loyalty through customer satisfaction at the Bank BRI Branch of Tulungagung. The sampling technique used proportionate random sampling with a sample size of 170 respondents. The Partial Least Square (PLS) is used for data analysis and hypothesis testing. The results show that CRM has a significant effect on customer satisfaction and customer loyalty, while SST only affects customer satisfaction, but does not affect customer loyalty. Customer satisfaction has a role as a mediating variable on CRM relationships with customer loyalty, even though the nature of the mediation is only partial mediation. Customer satisfaction is also able to mediate SST relationships with customer loyalty, and the nature of the mediation is full mediation. The limitation of this study is the measurement of customer relationship marketing (CRM) on the psychological side of customers who use the customer satisfaction approach. For the next research, Relationship Marketing can be done through 3 approaches, customer value, customer satisfaction and interaction.
Other obstract
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| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.12/NUG/p/2019/041907666 |
| Uncontrolled Keywords: | CUSTOMER RELATIONS, SELF SERVICE TECHNOLOGY, CUSTOMER LOYALTY |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.1 Organization and financial management > 658.12 Management for legal compliance |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Endang Susworini |
| Date Deposited: | 14 Jan 2020 08:45 |
| Last Modified: | 03 Dec 2021 03:20 |
| URI: | http://repository.ub.ac.id/id/eprint/177904 |
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