Meningkatkan Loyalitas Nasabah dengan Customer Relationship Marketing, Nilai Nasabah, dan Kualitas Pelayanan

Abstract

This research is motivated by problems related to customer loyalty at PT. Bank BRI Evening unit. Customer loyalty is an important factor that is very crucial in the survival of a company or agency. The purpose of this study was to examine the effect of customer relationship marketing, customer value and service quality on customer loyalty. Data were collected by using observation, interview, documentation, literature and questionnaire methods. The sample used in this study were 97 respondents. Data were analyzed by Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, t Test and F Test. The test results show that (1) CRM achievement has a positive and significant effect on customer loyalty, (2) customer value has a positive and significant effect on customer loyalty, (3) service quality has a positive and significant effect on customer loyalty, (4) simultaneously CRM, customer value and service quality have a positive and significant effect on customer loyalty.