ANALYSIS OF CUSTOMER RELATIONSHIP MARKETING AT PT. BNI AMURANG
Abstract: Many companies are
looking for ways to engage their customer to increase the interest, to build
long-term relationship with customers. This the case in the development of the
banking sector. This study analyzesnthe customer relationship marketing at PT.
BNI Amurang. How BNI’s implemented customer relationship marketing towards BNI
performance. The objective of this study that is to find out the implementation
of customer relationship marketing at PT. BNI Amurang. Theories that are used
in this research are theories about customer relationship marketing and
customer retention. This research used qualitative analysis, using the
interview and observation techniques. The population of this research is all
customers of BNI Amurang. And the sample is 10 respondents of BNI’s customers
and 2 staffs of BNI Amurang. The result from this research shows that customer
relationship marketing at PT BNI Amurang have positive statement from 10
informants bonding with implementation of customer relationship marketing which
is trust, commitment, communication, conflict handling. There are two
recommendation in this research: first, customer relationship marketing are the
action that the bank must consider to build positive and long-term relationship
with customer. Second, the bank must improve how to deliver timely information
to provide right information to customer.
Keywords: customer
relationship marketing, trust, commitment, communication, conflict handling
Penulis: Stevani Agustin
Pongoh, Maria V.J Tielung
Kode Jurnal: jpmanajemendd180235
