Factors affecting customer retention in a priority banking program

Soebandhi, Santirianingrum (2018) Factors affecting customer retention in a priority banking program. CRC Press/Balkema, Taylor & Francis Group. (Unpublished)

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Abstract

Free trade has touched the banking industry in the ASEAN region. Hence, the banking industries in Indonesia inevitably have to improve their performance in order to compete among ASEAN countries. One way to deal with this competition is to implement Customer Relationship Management (CRM) in order to maintain good relationships with customers, thereby winning their loyalty to the bank. This study was intended to analyze the effect of CRM, through bonding, empathy, reciprocity, trust and responsiveness variables, towards customer retention. The survey was conducted at one of the banks in Surabaya, specifically on priority banking customers. From the 66 questionnaires distributed, we obtained 49 valid data. The data were analyzed by multiple linear regression analysis using SPSS. The results showed that bonding, trust and responsiveness have a significant effect on customer retention. Meanwhile, empathy and reciprocity showed no significant effect on customer retention. Keywords: Bonding, Customer Retention, Customer Relationship Management, Empathy, Reciprocity, Responsiveness, Trust

Item Type:	Other
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Sulimin BP3
Date Deposited:	20 May 2021 03:50
Last Modified:	20 May 2021 03:50
URI:	http://erepository.uwks.ac.id/id/eprint/8974

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