Optimization of Customer Retention Programs Emi Amelia & Mokh. Adib Sultan
Management Department, Sekolah Pascasarjana Universitas Pendidikan Indonesia, Bandung
Abstract
This study aims to obtain a description of customer retention BRI unit Paseh Sumedang. Customer retention is a strategy whose goal is to retain corporate customers and maintain the contribution of revenue from customers Competitive competition in the banking industry, especially savings that is marked by the decline in customer satisfaction. Customer satisfaction becomes something that cannot be ignored in a company. The main solution that must be done by the company is to increase customer satisfaction and maintain the life of the company by way of various strategies, especially customer retention. The concept of customer retention arises because many companies that time tend to ignore existing customers and more prioritize acquisition programs. In fact, after a number of studies costing new customers get higher than the cost of retaining old customers. If you have to choose because resource constraints better prioritize customer retention programs than customer acquisition programs. The research method used is explanatory survey with systematic random sampling technique with total sample 110 respondents. The object studied is the customer of Simpedes Bank Rakyat Indonesia Unit Paseh Kabupaten Sumedang.
Keywords: Customer Retention, Customer Satisfaction, Bank Rakyat Indonesia
