Pengaruh Service Quality dan CRM (Customer Relationship Marketing) terhadap Kepuasan Nasabah pada LPD Desa Pakraman Peraupan, Denpasar Utara

Ni Putu Novia Arista Dewi; Putu Sri Hartati; Gusti Alit Suputra

doi:10.32795/vol4wamrtno1th24

Ni Putu Novia Arista Dewi Fakultas Ekonomi Bisnis dan Pariwisata Universitas Hindu Indonesia
Putu Sri Hartati Fakultas Ekonomi Bisnis dan Pariwisata Universitas Hindu Indonesia
Gusti Alit Suputra Fakultas Ekonomi Bisnis dan Pariwisata Universitas Hindu Indonesia

DOI: https://doi.org/10.32795/vol4wamrtno1th24

Keywords: service quality, customer relationship management, customer satisfaction

Abstract

In the face of intense competition between financial institutions in the Pakraman Peraupan Village LPD, it is demanded to be able to satisfy its customers by providing good service so as to satisfy customers. The purpose of this study was to determine the effect of service quality and customer relationship management (CRM) on customer satisfaction partially and simultaneously. The sample in this study were 96 respondents from Pakraman Peraupan Village LPD customers with multiple linear regression as the analysis technique used. Based on the research results it can be seen that (1) service quality has a significant positive effect on customer satisfaction, (2) CRM has a significant positive effect on customer satisfaction, and (3) simultaneously service quality and CRM have a significant effect on customer satisfaction. Suggestions that can be given in this research are the LPD Pakraman Peraupan Village, North Denpasar, which is expected to be faster and more responsive in resolving customer complaints, providing training for employees who are still lacking in providing services and providing maximum quality of service and CRM.