PENGARUH CUSTOMER RELATIONSHIP MARKETING TERHADAP LOYALITAS DENGAN KEPUASAN SEBAGAI MODERASI

Penulis

  • Ridho Muhammad STIE Harapan Bangsa Bandung, Indonesia
  • Mansyur Abdul Hamid Universitas Flores
  • Rani Suryani Universitas Bina Sarana Informatika
  • Lasmiatun Lasmiatun Universitas Muhammadiyah Semarang

DOI:

https://doi.org/10.29040/jie.v7i2.9844

Abstrak

Customer relationship marketing (CRM) telah berkembang menjadi paradigma baru untuk strategi pemasaran customer relationship marketing (CRM) berusaha untuk memperpanjang umur pelanggan. customer relationship marketing (CRM) adalah kombinasi dari proses bisnis dan teknologi yang bertujuan untuk memahami pelanggan dari berbagai prospek untuk membedakan produk dan layanan mereka secara kompetitif. Menjaga nasabah bank agar tetap loyal terhadap layanan bank, manajemen bank perlu memperhatikan kualitas layanan yang diberikan. Loyalitas pelanggan telah menjadi perhatian abadi baik bisnis maupun akademisi yang mencerminkan sikap positif pelanggan terhadap organisasi. Penelitian ini bertujuan untuk mengetahui pengaruh customer relationship marketing (CRM) terhadap loyalitas dengan kepuasan sebagai moderasi. Populasi dalam penelitian terdiri dari 260 nasabah bank. Tehnik pengambilan sample menggunakan purposive sampling. Tehnik analisis menggunakan software Smart PLS. Hasil peneletian telah membuktikan bahwa customer relationship marketing (CRM) berpengaruh terhadap loyalitas. Kepuasan sebagai moderasi mampu memoderasi customer relationship marketing (CRM) terhadap loyalitas. Kata Kunci: Loyalitas, Customer Relationship Marketing, Kepuasan

Referensi

Abdullah, D., & Rozario, F. (2009). Influence of Service and Product Quality towards Customer Satisfaction: A Case Study at the Staff Cafeteria in the Hotel Industry. Proceedings of World …, 3(5), 1–6. http://search.ebscohost.com/login.aspx?direct=true&profile=ehost&scope=site&authtype=crawler&jrnl=13076884&AN=41562207&h=00dG1AaRp/gyK9ZCXZYb/MW+dojK77QsU0fA5u1FMK6nVfwIhkGwz1L8jog5GV0egE0Cv4G+ewk+B4+OXzSXFQ==&crl=c

Al-Rousan, M. R., & Mohamed, B. (2010). Customer loyalty and the impacts of service quality: The case of five star hotels in Jordan. World Academy of Science, Engineering and Technology, 67(7), 216–222.

Caceres, R. C., & Paparoidamis, N. G. (2007). Service quality, relationship satisfaction, trust, commitment and business-to-business loyalty. In European Journal of Marketing (Vol. 41, Issues 7–8). https://doi.org/10.1108/03090560710752429

Darmawangsa, A. ., & Sri Ardani, I. (2015). Pengaruh Komunikasi Pemasaran Terpadu Dan Ekuitas Merek Terhadap Loyalitas Konsumen. E-Jurnal Manajemen Universitas Udayana, 4(8), 255354.

Foster, B. D., & Cadogan, J. W. (2000). Relationship selling and customer loyalty: an empirical investigation. Marketing Intelligence & Planning, 18(4), 185–199. https://doi.org/10.1108/02634500010333316

Ghozali, I. (2016). Aplikasi analisis multivariete dengan program (IBM. SPSS). Universitas Diponegoro.

Jesri, P., Ahmadi, F., & Fatehipoor, M. (2018). Effects of relationship marketing (RM) on customer loyalty (case study: mehr bank, Kermanshah province, Iran). Interdisciplinary Journal of Contemporary Reseach in Business, 4(11), 304–312. http://journal-archieves30.webs.com/304-312.pdf

Kotler, P. (1994). Marketing Management: Analysis Planning Implementation and Control. Journal of Retailing, 88(3)(11), 323–342.

Kwortnik, R. J., & Han, X. (2011). The influence of guest perceptions of service fairness on lodging loyalty in China. Cornell Hospitality Quarterly, 52(3), 321–332. https://doi.org/10.1177/1938965511409005

Meuter, M. L., Ostrom, A. L., Rounders, R. I., & Bitner, M. . (2021). Self-service technologies: understanding customer satisfaction with technology-based. Journal of Marketing, 64, 50–64.

Ndubisi, N. O. (2006). Effect of gender on customer loyalty: A relationship marketing approach. Marketing Intelligence and Planning, 24(1), 48–61. https://doi.org/10.1108/02634500610641552

Ndubisi, N. O. (2007). Relationship marketing and customer loyalty. Marketing Intelligence and Planning, 25(1), 98–106. https://doi.org/10.1108/02634500710722425

Nguyen, N., & Leblanc, G. (1998). The mediating role of corporate image on customers’ retention decisions: An investigation in financial services. International Journal of Bank Marketing, 16(2), 52–65. https://doi.org/10.1108/02652329810206707

Robinson, S. (1999). Measuring service quality: Current thinking and future requirements. In Marketing Intelligence & Planning (Vol. 17, Issue 1). https://doi.org/10.1108/02634509910253777

Saleem, H., & Raja, N. S. (2014). The impact of service quality on customer satisfaction, customer loyalty and brand image: Evidence from hotel industry of Pakistan. Middle - East Journal of Scientific Research, 19(5), 706–711. https://doi.org/10.5829/idosi.mejsr.2014.19.5.21018

Semuel, H. (2017). Customer Relationship Marketing Pengaruhnya Terhadap. 7(1), 33–41. https://doi.org/10.9744/pemasaran.7.5.33-41

Shabrina, H., Rachbini, D. J., & Rekarti, E. (2020). Customer Relationship Marketing and Brand Image in Establishing Satisfaction and Loyalty of Advertisers. European Journal of Business and Management, 12(29), 54–62. https://doi.org/10.7176/ejbm/12-29-07

Supriyanto, A., Wiyono, B. B., & Burhanuddin, B. (2021). Effects of service quality and customer satisfaction on loyalty of bank customers. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2021.1937847

Trifiya, C., & Syaifullah. (2020). Pengaruh Komitmen, Kepercayaan, Kualitas Pelayanan dan Komunikasi terhadap Loyalitas Nasabah PT. BPR Dana Nusantara Cabang Ngoya di Kota Batam. 01(01), 188–195.

Venkatakrishnan, J., Alagiriswamy, R., & Parayitam, S. (2023). Web design and trust as moderators in the relationship between e-service quality, customer satisfaction and customer loyalty. TQM Journal. https://doi.org/10.1108/TQM-10-2022-0298

Wang, M.-L., & Yang, F.-F. (2016). How does CRM create better customer outcomes for small educational institutions? African Journal of Business Management, 4(16), 3541–3549.

Widyanayati, Andi, S., & Abdul, H. (2021). The Influence of Relationship Marketing and Self Service Technology on The Satisfaction, Loyalty, and Retention of Bank Jatim Customer. Quest Journals Journal of Research in Business and Management, 9(2), 09–13.

Yoo, S., & Chang, Y. (2005). An Exploratory Research on the Store Image Attributes Affecting Its Store Loyalty. Seoul Journal of Business, 11(1), 19–41. http://s-space.snu.ac.kr/handle/10371/1830

Unduhan

Diterbitkan

2023-07-19

Cara Mengutip

Muhammad, R., Abdul Hamid, M., Suryani, R., & Lasmiatun, L. (2023). PENGARUH CUSTOMER RELATIONSHIP MARKETING TERHADAP LOYALITAS DENGAN KEPUASAN SEBAGAI MODERASI. JURNAL ILMIAH EDUNOMIKA, 7(2). https://doi.org/10.29040/jie.v7i2.9844

Terbitan

Vol 7 No 2 (2023): EDUNOMIKA

Bagian

Articles

Citation Check

Artikel paling banyak dibaca berdasarkan penulis yang sama