ANALYSIS APPLICATION OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) COMPANY OF PT. BANK MANDIRI TBK

Abstract

The research aims were to determine how the levels of impoertance and the level of performance, as well as the attributes of service become a priority in the application of Customers Relationship Management (CRM) of PT. Bank Mandiri Tbk. In Indonesiain 2014.This research used a descriptive analysis technique and Importance Performance Analysis (IPA). The sample in the research was 385 respondents. The results have shown that in the applicating of CRM, such as call center, contact center, web-based services and direct service had level of performance that was lower than the level of impoertance. Toward variable call center and contact center service, there were two service attributes becoming main priority to improve the level of customers satisfaction, while variable of web-based services, there was an attribute that had a high level of importance and level of satisfaction was on average, so it was prioritized to be done, while variable direct service, there were two attributes of service become a priority to improve customers satisfaction.

Keywords: Banking Corporate., Customer Relationship Management (CRM), Importance Performance Analysis (IPA), Operational CRM


Article Review Status: Published

Pages: 24-39 (Download PDF)

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