PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS PELANGGAN PADA PT BCA Tbk

Abstract

Company currently must begin to focus on delivering value (value) and increase customer
loyalty. Loyalty means consumers returned again and again to conduct business transactions
(purchases), although probably instead the company's product the best product on the market or
have the lowest prices. This "irrational" consumer behavior’s can be explained by a view that
"good relations" (good relationships) which are established with the consumer, is the key to the
success of a company in retaining customers. The research goals are to test whether there is
influence of Customer Relationship Management (CRM) to Customer Loyalty and to test how
much influence Customer Relationship Management (CRM) to Customer Loyalty. This research
was conducted by distributing questionnaires to the community in the city of Bandung, which has
ever conduct banking transactions in PT BCA Tbk. Testing and processing of data using SPSS
11.5 software with the help of regression and simple correlation method. The results showed that
customer relationship management affects customer loyalty.
Key words: customer relationship management, customer loyalty.