PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT DAN KUALITAS PELAYANAN TERHADAP KEPUASAN DAN LOYALITAS NASABAH PADA BANK KONVENSIONAL
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Date
2021-05-21Author
Unggul Raga Tua, Sinaga
Noorlitaria, Achmad
Yohanes Kuleh
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The purpose of this study was to analyze the effect of customer relationship
management on satisfaction, to analyze the effect of service quality on satisfaction,
to analyze the effect of satisfaction on customer loyalty, to analyze the effect of
customer relationship management on customer loyalty through satisfaction, and to
analyze the effect of quality of service to customer loyalty through satisfaction. This
type of research uses survey research with a causative approach, which aims to
explain the causal relationship between two or more variables that are observed
through hypothesis testing so that conclusions can be drawn. The population in this
study were consumers at the Comercial Bank in Samarinda by using purposive
sampling technique in sampling. The data analysis used is covariance-based SEM
(structural equation model) (CB-SEM) with the help of the IBM AMOS 26 program
in data processing. The results of this study show that customer relationship
management has a negative and insignificant effect on satisfaction, service quality
has a positive and significant effect on satisfaction, satisfaction has a positive and
significant effect on customer loyalty, customer relationship management has a
positive and significant effect on customer loyalty through satisfaction, and service
quality positive and significant effect on customer loyalty through satisfaction.