MODEL OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) IN BANKING Agus Mulyana , Ratih Hurriyati, Disman, Lili Adiwibowo
Universitas Pendidikan Indonesia
Abstract
The purpose of this study is to examine the effect of Customer Relationship Management (CRM) on customer loyal behavior. The unit of analysis for this study is Bank Jabar Banten (BJB) with the observation unit is the
management at the bank. The population is a customer of bjb Precious, which is a service from BJB Bank intended for high net worth individuals. That Samples Taken as many as 50 respondents of BJB Precious customers
outside the Bandung city. The data is processed by using statistical analysis tools Partial Least Square (PLS). The results show that CRM proved to have a significant effect on customer loyal behavior of bjb Precious in Bandung. So the result from this research is expected to give the implication for the management of BJB bank that the efforts to increase the implementation of CRM of BJB Precious will improve the customer loyal behavior. The development of CRM will increase repeat purchases, purchase across product lines, refers other and priority customer immunity that would have an impact on achieving company targets.
