Angga Ade, Permana and Firdaus, Muhammad and Dimyati, Muhaimin (2020) Application of Customer Relationship Marketing Toward Customer Loyalty Through Trust In Bank. WIGA - Jurnal Penelitian Ilmu Ekonomi, WIGA - Jurnal Penelitian Ilmu Ekonomi.

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Abstract

Customer relationship marketing as a strategy to build good relationships with customers in the long run by combining the ability to respond directly and to serve customers with high interaction. One of the strategies carried out by banks in improving the quality of service to consumers is by implementing customer relationship marketing, through commitment to service, communication with customers and handling customer complaints as a focus in building good relationships with customers (Ndubisi 2007). The purpose of this study is whether customer relationship marketing affects customer loyalty through trust both directly and indirectly ?. Based on the formulation of the problem, the purpose of this study is to examine and analyze customer relationship marketing on customer loyalty through trust, both directly and indirectly. The sampling technique that researchers took was Nonprobability sampling and using purposive sampling. The research method used in this study is path analysis, t test, determination R2. The path analysis results show that the variable components of customer relationship marketing which includes commitment and problem handling have a significant direct relationship to trust and loyalty while communication does not have a negative influence or a negative effect on customer trust or loyalty.

Item Type:	Other
Subjects:	A General Works > AS Academies and learned societies (General)
Divisions:	D3 PERBANKAN-D3
Depositing User:	Angga Permana
Date Deposited:	19 Jan 2024 01:25
Last Modified:	19 Jan 2024 01:25
URI:	http://repo.itsm.ac.id/id/eprint/1165

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