The Effect of Customer Relationship Management, Customer Value and Dimension of Service Quality on Customer Satisfaction and The Impact on Customer Loyalty of PT. Bank Tabungan Negara (Persero), Tbk Kas Siteba Padang Office

Abstract

This study was conducted because of the low level of customer loyalty. The customer relationship management, customer value, dimension of service quality anda customer satisfaction were assumed as the factors affecting customer loyalty. The aim of this study was to describe and to analyze the the effect of customer relationship management, customer value, and dimension of service quality on customer satisfaction as an intervening variable that has an impact toward customer loyalty. The population was 2780 customer and 353 customers were taken as samples by using accidental sampling. This study uses a quantitative approach. The analysis technique used is Structural Equation Model (SEM) to determine the effect of CRM, customer value, and dimension of service quality on customer satisfaction as an intervening variable that has an impact toward customer loyalty. The data collection technique in this study is using a questionnaire. The results of the study show: customer relationship management, customer value, and dimension of service quality have significant effect on customer satisfaction. customer relationship management customer value, dimension of service quality, and customer satisfaction have significant effect toward customer loyalty.