Pengaruh Customer Relationship Management Terhadap Tingkat Kepuasan Nasabah Pada PT. Bank Riau Kepri Cabang Utama Pekanbaru

eka Komala Sari

Abstract


This research aims to analyze and explain the effect of customer relationship management to the customer satisfaction levels at PT. Bank Riau Kepri the main branch of Pekanbaru. According with these aim, the research conducted quantitatively using descriptive survey metode. In this research is taken sample of 100 people drawn from the entire population of clients of PT. Bank Riau Kepri the main branch of Pekanbaru amounting to 34 422 people. TheSampling technique is conducted by sampling accidental. To obtain data relevant to the problem under study, the researchers used techniques of questionnaires data collection, interviews and observation. The results of this research showed that (1) Customer Relationship Management that conducted by PT. Bank Riau Kepri the main branch of Pekanbaru through indicators of People, Process, and technologies are included in the Good category. (2) Customer Satisfaction through indicators of Quality Products, Quality Service, Emotional, Price and Costs are included in the Good category. (3) Customer Relationship Management has positive impact and significant on Customer Satisfaction levels, with the regression equation Y=25,832 + 0,571 X. So that the Customer Relationship Management contributed 36,2% to the Customer Satisfaction levels.

Keywords : Customer Relationship Management, People, Process, Technology and Customer Satisfaction.


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