Creating Satisfaction, Loyalty, and Competitive Advantage for Banking Industry: The Roles of Customer Relationship Management (CRM) in the Digital Era

Cesya Rizkika Parahiyanti (), Suryo Hadi Wira Prabowo, Yana Respati Dewi, Norzalita Abd Aziz and Eva Yunitasari
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Cesya Rizkika Parahiyanti: Universitas Negeri Malang, Management Department
Suryo Hadi Wira Prabowo: Universitas Negeri Malang, Management Department
Yana Respati Dewi: Universitas Negeri Malang, Management Department
Norzalita Abd Aziz: Universitas Negeri Malang, Management Department
Eva Yunitasari: Universitas Negeri Malang, Management Department

A chapter in Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2022), 2023, pp 380-392 from Springer

Abstract: Abstract This study aims to measure the role of customer relationship management in building satisfaction, loyalty, and competitive advantage in the banking industry in Indonesia. The survey results from 201 respondents who were processed using partial least squares analysis showed that CRM in the banking industry must pay attention to customer relationships through a customer approach, especially customer empowerment and customer orientation. CRM also influences customer satisfaction, loyalty, and competitive advantage in the banking industry. Satisfaction also acts as a mediation for CRM in creating loyalty and competitive advantage. In terms of application, the banking industry is recommended to continue to develop customer relationships by being oriented to the convenience of customer transactions. With the implementation of CRM, banks can survive the increasingly fierce competition in financial services.

Keywords: customer relationship management; customer satisfaction; customer loyalty; competitive advantage (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-178-4_38

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DOI: 10.2991/978-94-6463-178-4_38

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