Pengaruh customer relationship management (crm) terhadap kinerja perusahaan pada industri perbankan Indonesia

Rahman Anshari

Abstract


Penelitian ini bertujuan untuk menguji secara empiris pengaruh penerapan customer relationship management terhadap kinerja perusahaan perbankan di Indonesia. Variabel pada penelitian ini adalah customer relationship management (CRM) sebagai variabel independen dan kinerja perusahaan sebagai variabel dependen. Penelitian ini menggunakan data sekunder yaitu laporan tahunan perusahaan perbankan yang terdaftar di Bursa Efek Indonesia pada tahun 2014 – 2016. Teknik analisis data yang digunakan untuk menjawab hipotesis yaitu analisis regresi berganda menggunakan SPSS versi 21. Hasil penelitian menunjukkan bahwa tidak terdapat pengaruh customer relationship management terhadap performa perusahaan. Hal tersebut terjadi karena perbankan adalah perusahaan yang kekuatan utamanya adalah pelayanan, sehingga menjaga hubungan baik kepada nasabah adalah sebuah keharusan bagi perusahaan.


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DOI: https://doi.org/10.30872/jakt.v16i1.5267

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