Pustaka Ilmiah Universitas Padjadjaran

Abstrak

The Effect Of Customer Relationship Management And Customer Perceived Value Towards Customer Loyalty In Bank Central Asia

Competition in the banking world today is getting stronger and sharper. Banks are always required for always creative and innovative in response to demands from customers which are getting smarter to choose their needs. PT. Bank Central Asia, Tbk Branch Asia – Africa Bandung, (further in this research will be called “BCA”), within the last 3 years has always had debtors who ran to other banks, however after followed with a personal approach some debtors who ran can be won back again. This study aims to determine whether the customer perceived value and customer relationship management which are conducted by BCA can affect customer loyalty. Then based on the objectives of the study, this study uses verification approach. The research conducted by distributing questionnaires to the respondents, where the unit of analysis of this research is credit customers of BCA. Population in this study is the customer loan portfolio of BCA in Bandung city, with the sum of 1100 customers. purposive sampling is used and the calculation formula of Solving obtained 110 people customers who have been applying a loan for a variety of business and other needs for more than 5 years are being sampled in this study. The statistical analysis use path analysis and SPSS 21 program. The result shows that the customer perceived value and customer relationship management has a positive and significant effect on customer loyalty simultaneously. Then through the coefficient of determination test shows that simultaneously customer perceived value and customer relationship management are contributes for the influence on customer loyalty by 72 % , while the remaining 28 % is the influence of other variables that were not examined in this research.