The Customer relationship marketing as the antecedents to increasing customer loyalty

Sudirman Zaid, Juharsah Juharsah, Hayat Yusuf and Nursaban Rommy Suleman
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Sudirman Zaid: Departement of Management,Faculty of Economic and Business, Halu Oleo University, Kendari, Postal Code; 93232 Indonesia
Juharsah Juharsah: Departement of Management,Faculty of Economic and Business, Halu Oleo University, Kendari, Postal Code; 93232 Indonesia
Hayat Yusuf: Departement of Management,Faculty of Economic and Business, Halu Oleo University, Kendari, Postal Code; 93232 Indonesia
Nursaban Rommy Suleman: Departement of Management,Faculty of Economic and Business, Halu Oleo University, Kendari, Postal Code; 93232 Indonesia

International Journal of Research in Business and Social Science (2147-4478), 2020, vol. 9, issue 5, 245-254

Abstract: This study aims to determine the implementation of the Customer Relationship Marketing (CRM) strategy in increasing Bank Bahteramas Customer Loyalty (CL) in Southeast Sulawesi. This research was conducted at 10 Bahteramas Bank Branch Offices in Southeast Sulawesi, namely; Kendari, Unaaha, Kolaka, Lasusua, Baubau, Raha, Wanci, Kasipute, Andoolo, Wanggudu. The sample in this study was 200 respondents who were distributed in all existing branch offices, where each branch office was taken, 20 respondents. The technique of determining the sample refers to the technique of accident sampling. This study uses multivariate regression. The results found that simultaneously CRM variables consisting of Bonding, Empathy, Reciprocity, Trust, and Commitment simultaneously had a significant effect on CL at Bahteramas Bank in Southeast Sulawesi. Then the partial test results (t-test) showed that: (1) Bonding as CRM strategy significantly influences on CL; (2) Empathy as CRM strategy has an insignificant effect on CL; (3) Reciprocal as CRM strategy has no significant effect on CL; (4) Trust as CRM strategy has a significant effect on CL; (5) Commitment as CRM strategy has a significant effect on CL. Key Words: CRM Banking, Bonding, Empathy, Reciprocity, Trust, Commitment, Loyalty

Date: 2020
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