个人销售和数字营销是通过移动银行应用程序使用中的感知价值实现客户满意度最大化的关键因素

Abimanyu Tuwuh Sembhodo, Adya Hermawati, Endang Fatmawati, I. Junaedi, Shujahat Ali
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引用次数: 0

摘要

移动银行应用程序的使用支持了BPR Lembah Artha的客户满意度水平。手机银行使用的增长表明了客户满意度和数字营销的成功。本研究旨在发现个人销售与数字营销之间的关系可以增加感知价值、个人销售关系、数字营销以及银行应用用户的感知价值。感知价值可以中介个人销售对顾客满意度的影响,感知价值可以中介数字营销对满意顾客的影响。定量方法是一种研究方法。采用问卷调查的方式收集数据。对收集的数据进行分析,确定变量之间的影响,分析方法为偏最小二乘法(PLS)。这项研究在BPR Lembah Artha进行。研究对象是使用移动银行应用程序的BPR Lembah Artha客户。本研究的目的是回顾个人销售和数字营销通过中介价值感知对顾客满意度的影响。抽样技术是有目的的抽样。结果表明:人员销售和数字营销对感知价值有影响;个人销售、数字营销和感知价值影响满意度。感知价值可以中介个人销售对客户满意度/移动银行应用用户的影响。感知价值可以中介数字营销对客户满意度/移动银行应用用户的影响。更好的个人销售和数字营销可以提高客户对价值的认知。良好的价值感知通过顾客满意度来表示,并支持个人销售。
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PERSONAL SELLING AND DIGITAL MARKETING AS CRUCIAL FACTORS IN MAXIMIZING CUSTOMER SATISFACTION THROUGH PERCEIVED VALUE IN THE USAGE OF M-BANKING APPLICATION
The use of mobile banking applications supports the level of customer satisfaction of BPR Lembah Artha. The growth in the use of mobile banking shows customer satisfaction and the success of digital marketing. The research aims to find out that the relationship between personal selling and digital marketing can increase perceived value, personal selling relationships, digital marketing, and the perceived value of users of mbanking applications users. Perceived value can mediate personal selling on customer satisfaction, and perceived value can mediate digital marketing on satisfied customers. The quantitative approach is used as a research approach. Data were collected by questionnaire. The data collected were analyzed to determine the effect between variables, and the analysis technique was Partial Least Square (PLS). The research was conducted at BPR Lembah Artha. The research subjects are BPR Lembah Artha customers who use the Mobile Banking application. The object of research is a review of the effect of personal selling and digital marketing on customer satisfaction by mediating value perceptions. The sampling technique is purposive sampling. The results show that personal selling and digital marketing affect perceived value; personal selling, digital marketing, and perceived value affect satisfaction. Perceived value can mediate the effect of personal selling on customer satisfaction/users of the m-banking application. Perceived value can mediate the effect of digital marketing on customer satisfaction/users of the m-banking application. Better personal selling and digital marketing can improve customer perceptions of value. Good value perception is indicated by customer satisfaction and supports personal selling.
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审稿时长
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