ABSTRACT: The purpose of this
study is to explain whether the implementation of Customer Relationship
Management (CRM) in banking can improve bank CRM. performance and at the same
time create satisfaction to customers. This study examined the relationship
between variables that makes this research as an. explanatory research. The
research was conducted in Makassar. This study used two stage sampling
techniques for collecting the samples. The first stage is the census method on
43 sub-branches of Bank BNI and Bank Mandiri in Makassar city that consisted of
32 sub-branches of Bank BNI and 11 sub-branches of Bank Mandiri. The second
stage is the unit observation by using proportional random sampling technique
for selecting bank employees interacting directly with customers and using
information technology in supporting his/her work. The observation was
implemented on 137 respondents. The statistical analysis that is used to test
the hypothesis is path analysis. The researcher also conducted in-depth
interviews on bank customers to confirm the quantitative results on the
influence of the banking performance on customer satisfaction. In more detailed
results, this study shows that: first, market orientation influences the
performance of the banks; second, information technology does not directly
influence the performance of the bank, but it influences indirectly through
knowledge; third, information technology influences knowledge; fourth,
knowledge affects the performance of the banks; fifth, the banking performance
affects customer satisfaction. Overall this study shows that Customer
Relationship Management application has an impact on customer satisfaction.
Keywords: CRM, market
orientation, information technology, knowledge, banking performance, customer
satisfaction
Penulis: Andi Mappatompo, M.
Syafiie Idrus, Margono Setiawan, Umar Nimran
Kode Jurnal: jpmanajemendd110062
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