PENGARUH MANAJEMEN HUBUNGAN NASABAH DAN EKUITAS MEREK TERHADAP KEPUASAN NASABAH E-BANKING
BANK BCA DI SURABAYA
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
NARRAKASIWI, ADITYA
Subject
332.12 - BANKS & BANKING
Datestamp
2017-11-24 03:30:31
Abstract :
To be able to successfully create customer satisfaction, a bank should be able to give credence to its customers, especially in the case of transactions through e-banking. To built trust is certainly not easy, because it must be built with the right strategy and not instant. This study formulated and tested a model for customer satisfaction based on customer relationship management and brand equity in e-banking. The research developed the model on basis of theoretical background. This study examined the impact of customer relationship management and brand equity on customer satisfaction of e-banking BCA in Surabaya. The study used questionnaries based on purposive sampling to collect data and send to 75 customer of BCA Bank in Surabaya. The statistical method used in this study is multiple regression analysis. Result indicated that customer relationship management and brand equity has positive and statistically significant effects on customer satisfaction. Keywords : Customer Relationship Management, Brand Equity, Customer Satisfaction.
To be able to successfully create customer satisfaction, a bank should be able to give credence to its customers, especially in the case of transactions through e-banking. To built trust is certainly not easy, because it must be built with the right strategy and not instant. This study formulated and tested a model for customer satisfaction based on customer relationship management and brand equity in e-banking. The research developed the model on basis of theoretical background. This study examined the impact of customer relationship management and brand equity on customer satisfaction of e-banking BCA in Surabaya. The study used questionnaries based on purposive sampling to collect data and send to 75 customer of BCA Bank in Surabaya. The statistical method used in this study is multiple regression analysis. Result indicated that customer relationship management and brand equity has positive and statistically significant effects on customer satisfaction. Keywords : Customer Relationship Management, Brand Equity, Customer Satisfaction.
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