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All Journal Advances in Business & Industrial Marketing Research
Azlan Azhari
Institut Teknologi dan Bisnis Nobel Indonesia, Indonesia
Economics, Econometrics & Finance

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Banking Customer Loyalty: Unveiling the Role of Customer Relationship Marketing and Customer Value Azlan Azhari; Nur Utari
Advances in Business & Industrial Marketing Research Vol. 1 No. 2 (2023)
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v1i2.94

Abstract

Purpose: This research explores the influence of Customer Relationship Marketing (CRM) and customer value on customer loyalty at Bank BRI. The study examines how customer satisfaction mediates these relationships and assesses the moderating effects of demographic factors such as age, gender, and education level on loyalty. The research hypothesizes that effective CRM and enhanced customer value lead to increased customer loyalty through higher satisfaction and perceived value. Research Design and Methodology: The study adopts a quantitative research design, utilizing surveys to gather data from 400 customers across multiple branches of Bank BRI in Indonesia. Multiple linear regression and path analysis are employed to analyze the data, focusing on the relationships between CRM, customer value, and loyalty. The sample is selected using stratified random sampling to ensure a representative cross-section of Bank BRI’s diverse customer base. Findings and Discussion: The findings reveal that CRM and customer value significantly impact customer loyalty, explaining 78.7% of its variance. CRM enhances loyalty through improved customer satisfaction and perceived value, while demographic factors such as age and education level moderate this relationship. The study underscores the critical role of personalized communication, digital innovation, and robust data security in cultivating customer loyalty. Implications: The research provides valuable insights for bank managers to refine their CRM strategies, emphasizing the importance of personalized and secure customer experiences. The study suggests further research to explore other factors, such as digital engagement and competitive market dynamics, to deepen the understanding of customer loyalty in the banking sector.
The Effect of Location, Product Diversity, and Store Atmosphere on Increasing Customer Satisfaction Azlan Azhari; Ahmad Firman; Abdul Khalik; Andi Ririn Oktaviani
Advances in Business & Industrial Marketing Research Vol. 1 No. 3 (2023)
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v1i3.136

Abstract

The primary objective of this study is to empirically examine and evaluate the impact of location considerations, product diversity, and store atmosphere on customer satisfaction. All customers who conduct shopping activities at Toko 123 in Makassar comprise the demographic the researcher chose for this study's data source. Seventy respondents were included in the study, determined using Lemeshow's formulation. The utilized data source consists of primary data, specifically data that researchers have directly gathered by administering a questionnaire instrument to respondents. The data analysis methodology encompasses several components, including descriptive statistical analysis, validity testing, reliability testing, classical assumption testing, and hypothesis testing using multiple linear regression analysis, coefficient of determination testing, t-tests, and F-tests. The findings indicated that the location variable did not significantly impact consumer satisfaction when shopping at Toko 123 in Makassar. The effect of product diversity and store atmosphere on client happiness while shopping at Shop 123 in Makassar is noteworthy. The findings from the concurrent examination indicate that the independent variables of location, product diversity, and store atmosphere collectively substantially impact consumer satisfaction during the shopping experience at Shop 123 in Makassar.
Co-Authors Abdul Khalik Ahmad Firman Andi Ririn Oktaviani Nur Utari