PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP CUSTOMER TRUST DAN CUSTOMER LOYALTY PADA BANK BRI CABANG PEKANBARU IMAM MUNANDAR.

Febriyan, Harry
Sulistyowati, Lilis

Jurnal Tepak Manajemen Bisnis
Vol 6, No 3 (2014)

This study aimed to analyze the influence of Customer Relationship Management (CRM) to the Customer rTust and Customer Loyalty at Bank BRI Branch pekanbaru Imam Munandar . Quantitative r esearch was conducted on a population of customer deposits with a total sample of 150 customers, Savings, deposits and current accounts using proportional stratified random sampling method. Data collection techniques used in this study is a survey and observation using data analysis techniques Path Analysis with SPSS. The results showed that all dimensions of CRM: People, Process, and Technology in partial significant effect on Customer T rust. Customer Trusth as a significant influence on Customer Loyalty. While theoverall CRM significant effect on Customer Loyalty.Keywords: Customer Relationship Management (CRM), CustomerT rust,Customer Loyalty.