PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP TINGKAT KEPUASAN NASABAH PADA PT. BANK RIAU KEPRI CABANG UTAMA PEKANBARU

Abstract

The aim of this research is to analyze the implementation of CustomerRelationship Management and customer satisfaction level of PT. Bank Riau KepriPekanbaru Main Branch and see its effects. Results of the study concluded thatthe implementation of CRM in PT. Bank Riau Kepri Pekanbaru Main Branch thatincludes indicators of people, processes and technology have been rated goodoverall. Customer satisfaction level of PT. Bank Riau Kepri Pekanbaru MainBranch that is seen from the indicator of product quality, service quality, price,emotional, and costs are also rated it good. The results of data analysis throughSPSS programs, CRM has a strong connection to the customer's satisfaction level.CRM provide variable positive and significant influence on the customersatisfaction rate on variable PT. Bank Riau Kepri Pekanbaru Main Branch, whichmeans that if the variable is improved then the CRM will also cause an increaseof the customer satisfaction level.

Keywords: Customer Relationship Management (CRM), customer satisfactionrate