ANALYSIS OF CUSTOMER RELATIONSHIP MANAGEMENT IN INFLUENCING CUSTOMER SATISFACTION AND LOYALTY OF BANK MUAMALAT INDONESIA IN TULUNGAGUNG

KIKY NIA LORENZA, 12401183169 and dede nurohman, 197112182002121003 (2022) ANALYSIS OF CUSTOMER RELATIONSHIP MANAGEMENT IN INFLUENCING CUSTOMER SATISFACTION AND LOYALTY OF BANK MUAMALAT INDONESIA IN TULUNGAGUNG. ISLAMIC BANKING: Jurnal Pemikiran dan Pengembangan Perbankan Syariah, 8 (1). pp. 81-96. ISSN 2460-9595

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Abstract

Thepaperaimsto determine effectcustomer relationship management through affectingcustomer satisfaction and loyalty of Bank Muamalat Indonesia in Tulungangung. The study used anassociative-quantitative method. The primary datawasobtained from thequestionaire through Google Form and the secondary data was obtained from observing the office and bank websites. 100 customers of Bank Muamalat Indonesiain Tulungangung was chosen as sample. The data was processed by hypothesis test using IBM SPPS version 25. The resultsthat (a) the customer relationship management has positive and significanteffecton customer loyalty, (b) the customer relationship management has positive and significant effect on customer satisfaction, and (c) the customer satisfaction has positive and significant effecton customer loyalty.

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