Detail Inovasi Perguruan Tinggi

Tema: 2nd Terengganu International Business and Economics Conference 2010 (TIBEC II)
Judul: The Implementation of Customer Relationship Management (CRM) on a Local Regional Government Bank at West Java
Perguruan Tinggi: Universitas Widyatama
Jenis/sdm: dosen/0426028104#0422085801

Tahun: 2010

The competition in banking industry is running progressively. In the situation where there is not many financing for corporation then bank tend to look closer to their customer. To succeed in this kind of competition bank should change its business paradigm. One of the strategy applied by banks is the Customer Relationship Management (CRM) method to make a closer relationship between company and its customer. The purpose of the closer relationship between company and its customer is to increase the loyalty of customer so that they will continue to consume company products or services. The fine and closer relationship between company and its customers will create a better company reputation. Employing 106 customers as sample, the research investigate the implementation of three variable of CRM which are acquiring, retaining and partnering. Using literature, interviews, observation and questionnaire to collect data and applying the path analysis the investigation found that all of the three variables showed a positive relationship to CRM of this local regional bank.