PERILAKU NASABAH BERDASARKAN KINERJA CUSTOMER RELATIONSHIP MANAGEMENT (Studi Kasus Pada Nasabah PT. Bank Negara Indonesia (Persero) Tbk. Semarang)

Widayati, Afua (2008) PERILAKU NASABAH BERDASARKAN KINERJA CUSTOMER RELATIONSHIP MANAGEMENT (Studi Kasus Pada Nasabah PT. Bank Negara Indonesia (Persero) Tbk. Semarang). Masters thesis, program Pascasarjana Universitas Diponegoro.

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Abstract

Penelitian ini menganalisis perilaku nasabah berdasarkan kinerja Customer Relationship Management. Obyek penelitian ini adalah PT. Bank Negara Indonesia (Persero) Tbk. Semarang. Permasalahan penelitian merujuk pada fenomena bisnis PT. Bank Negara Indonesia (Persero) Tbk. Semarang. Oleh karenanya permasalahan penelitian ini adalah sebagai berikut : bagaimana membangun kepuasan nasabah, sehingga perilaku nasabah berdasarkan kinerja Customer Relationship Management dapat tercapai sesuai harapan. Tujuan penelitian dirumuskan untuk mencari jawaban atas alur kinerja Customer Relationship Management. Permodelan yang dirumuskan pada penelitian ini bertujuan memberikan pemahaman yang kritis dalam konsep dan pengukuran manajemen hubungan pelanggan. Peneliti memasukan unsur kompetensi sumber daya manusia, mutu pelayanan bank, teknologi perbankan, dan kepuasan nasabah sebagai anteseden dan memiliki konsekuensi yang signifikan terhadap kinerja Customer Relationship Management. Selain sebuah permodelan teoritis, penelitian ini telah merumuskan empat hipotesis. Metode purposif telah dipilih untuk memperoleh data yang dibutuhkan pada studi ini. Penelitian ini mempergunakan 110 responden dan keseluruhan responden adalah nasabah PT. Bank Negara Indonesia (Persero) Tbk. Semarang. Analisis data mempergunakan Structural Equation Model dengan program komputer Amos 4.01. Hasil penelitian ini menunjukkan diantaranya bahwa kompetensi sumber daya manusia berdampak positip terhadap kepuasan nasabah. Mutu pelayanan bank juga berdampak secara positip terhadap kepuasan nasabah. Teknologi perbankan terhadap kepuasan nasabah adalah berdampak positip. Pengaruh kepuasan nasabah terhadap perilaku nasabah berdasarkan kinerja Customer Relationship Management adalah berakibat positip. Masukan bagi manajemen yang bisa diambil dari penelitian customer relationship management ini adalah pendekatan yang berkaitan dengan dimensi mutu pelayanan bank dapat membantu manajer meningkatkan kepuasan nasabah dan perilaku nasabah berbasis kinerja Customer Relationship Management. The main objective of this research is to analyze the behavior of costumers based on the performance of Customer Relationship Management (CRM). The object of this research is PT. Bank Negara Indonesia (Persero) Tbk. Semarang. The research problems are refer to the business phenomena in PT. Bank Negara Indonesia (Persero) Tbk. Semarang and some research gap based on previous researches. Therefore, the research problems are: “How to develop a costumer satisfaction, so that the customer behavior based on the performance of customer relationship management could be achieved complied with the particular expectation”. The purpose of this research is to investigate the path customer behavior based on customer relationship management performance. Model formulated at this research aim to give critical understanding in concept and measurement of customer relationship management. This research measure human resources of competency, banking service quality, technological of banking, and customer satisfaction as antecedents and they have consequence to performance of customer relationship management. Besides the theoretical model, the researcher subsequently had compiled four hypothetics for this research. Purposive method had been used to gain valuable data in this study. Researcher used 110 respondends and all of them are customers of PT. Bank Negara Indonesia (Persero) Tbk. Semarang. All the data of this researched had been analyzed by Structural Equation Model with computer program: Amos 4.01. The main findings of this research showed that Human Resources Competence has a positive impact on customer satisfaction. Bank service quality also has a positive impact on customer satisfaction as well as Banking Technology towards customer satisfaction. The main conclusion of this research is that the influence of customer satisfaction towards customer behavior based on performance of CRM had a significant (positive) impact. Hence, the crucial implications could be recommended for management is that the approach used in this study can help bank managers gain useful insight regarding the relative contribution of each of specific banking service quality dimension to the customer satisfaction, and customer behavior based customer relationship management performance.

Item Type:Thesis (Masters)
Subjects:H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:Postgraduate Program > Master Program in Management
ID Code:16202
Deposited By:Mr UPT Perpus 2
Deposited On:08 Jul 2010 10:36
Last Modified:08 Jul 2010 10:36

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