THE IMPLEMENTATION OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) ON A LOCAL REGIONAL GOVERNMENT BANK ATWEST JAVA
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Date
2010-08-05
Journal Title
Journal ISSN
Volume Title
Publisher
2nd Terengganu International business and Economics Conference 2010, Faculty of Business Management Universiti Teknologi MARA terengganu, Malaysia
Abstract
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.
Description
Keywords
Customer Relationship Management (CRM),, company reputation, local government bank