Pengaruh Customer Relationship Management Dan Service Innovation Terhadap Loyalitas Nasabah Melalui Kepuasan Nasabah Bank Jatim Cabang Utama Surabaya
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Abstract
Good and appropriate implementation of Customer Relationship Management and Service Innovation for customers with the aim of satisfying customers so that customers become loyal customers. The purpose of this study was to determine the effect of Customer Relationship Management and Service Innovation on customer loyalty through customer satisfaction at PT Bank Pembangunan Daerah Jawa Timur Tbk. This research method uses clausal research, namely the causal relationship of several variables with a quantitative approach. The sample in this study were 160 priority customers of PT Bank Pembangunan Daerah Jawa Timur Tbk Main Branch. Data analysis techniques in this study using Partial Least Square analysis. The results of the study proved that Customer Relationship Management and Service Innovation had a significant positive effect on Customer Satisfaction at Bank Jatim. The results of the study also proved that Service Innovation and Customer Satisfaction had a significant positive effect on Customer Satisfaction at Bank Jatim, while Customer Relationship Management did not have a significant positive effect on Customer Loyalty in Bank Jatim. The result of the indirect effect is also proven that Customer Relationship Management and Service Innovation have an effect on Customer Loyalty through Customer Satisfaction at Bank Jatim, Surabaya.
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