Judul: The Effect of Customer Relationship Management on Customer Loyalty at PT BRI Cibinong Branch, Bogor
Abstrak: The banking sector has an impact on a nation's economy. As a service provider, the success of a bank is mostly dependent on the quality of its services. The banking industry must use good customer relationship management (CRM) to create sustained competitiveness, as the cost of recruiting new customers is far higher than the cost of retaining existing ones. Implementing CRM requires consideration of people, processes, and technology. Bank BRI Cibinong is one of the BRI branch offices in Bogor's Cibinong District. Bank The fee-based income net profit achieved by BRI in 2019 was just 94.2 percent of the goal. Consequently, the growth performance of BRI's third party funds (DPK) relative to the average competition banking industry in December 2021 was lower than the growth of the competitor banking industry's DPK in October 2021. In 2021, BRI's time deposit instruments decreased by 6.50 percent. Utilization of technical advances plays a crucial role in supporting the business processes and digital transformation activities of BRI. To increase its fee base income, BRI must convince customers to accept technology-based services, particularly in suburban or even rural locations. One of BRI's initiatives to develop long-term client connections is its responsiveness in answering customer concerns. The processing of BRI Cibinong complaints is shown in the BRICare Cibinong Branch's key performance indicator (KPI), which indicates that 90% of customer complaint reports do not fulfill the assessment standards. Various factors are believed to influence the future success of the organization. The purpose of this research is to investigate the factors that impact customer satisfaction through customer relationship management (CRM) and their influence on customer loyalty. The study was done at the Bank BRI Cibinong branch in the Bogor Regency. The population and sample for this study are clients from all Bank BRI Cibinong labor units. Purposive sampling was used to collect data from 400 respondents. This study utilizes both primary and secondary data sources. The distribution of questionnaires to respondents was utilized to collect primary data. Questionnaire measurement scale utilizing a Likert scale. Analysis methods included descriptive analysis and Covariance- Based-Structural Equation Modeling (CB-SEM). Customer relationship management (CRM) variables such as complaint resolution, cross-selling, technology adoption, and customer appreciation have a positive effect on customer satisfaction. Consumers trust BRI has developed effective complaint management, cross-selling, technology adoption, and customer appreciation practices. Customer satisfaction has a positive effect on Bank BRI Cibinong's ability to increase customer loyalty. The coefficient value for customer satisfaction, which mediates the effect of complaint handling on customer loyalty, is greatest, Sektor perbankan memiliki pengaruh terhadap perekonomian suatu negara. Kualitas pelayanan merupakan syarat utama yang menentukan keberhasilan perbankansebagai perusahaan yang bergerak di bidang penyedia jasa. Penerapan manajemen hubungan pelanggan atau customer relationship management (CRM) yang efektif perlu di implementasikan industri perbankan untuk bisa menciptakan daya saing yang berkelanjutan mengingat biaya untuk memperoleh pelanggan baru jauh lebih tinggi daripada mempertahankan pelanggan yang sudah ada. Pelaksanaan CRM memperhatikan aspek people, process dan technology. Bank BRI Cibinong merupakan salah satu kantor cabang BRI di Kecamatan Cibinong, Kabupaten Bogor. Keberhasilan bisnis Bank BRI dalam pencapaian laba bersih fee based income
Keyword: Bank, CRM, Customer satisfaction, Customer loyalty, SEM