PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT DAN KUALITAS PELAYANAN TERHADAP KEPUASAN DAN LOYALITAS NASABAH PADA BANK KONVENSIONAL

Abstract

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.