CUSTOMER RELATIONSHIP MARKETING DAN PENGARUHNYA PADA CUSTOMER LOYALTY DALAM PENGELOLAAN INSTRUMEN INVESTASI PADA NASABAH PRIORITAS BANK “XYZ”
Abstract
Covid-19 serta dampak yang dirasakan pada saat ini mempengaruhi perilaku nasabah dalam memilih bank yang dipercaya untuk menempatkan dananya pada instrumen-instrumen investasi yang masih menguntungkan. Ketidakpastian, risiko dan rasa aman menjadi sesuatu yang diperhitungkan mereka saat mereka harus memutuskan dimana mereka harus mengikuti. Hal ini merupakan sesuatu yang menarik untuk dipelajari terutama oleh manajemen bank yang menjadi nasabah prioritas karena hal tersebut membangun loyalitas nasabah guna mendapatkan keunggulan kompetitif jangka panjang. Pemasaran hubungan pelanggan yang mencakup Penyelesaian Keluhan, Pengetahuan Pelanggan dan Pemberdayaan Pelanggan yang saat ini merupakan salah satu alat untuk membangun loyalitas pelanggan diharapkan mampu diimplementasikan dengan baik dan berfungsi dengan efektif, meski dengan mempertimbangkan Risiko Keuangan sebagai faktor yang memberikan pengaruh. Manfaat dari studi ini adalah bagaimana manajer Bank mampu menentukan strategi CRM yang tepat bagi nasabah Prioritasnya pada situasi ini.
Kata Kunci: hubungan pelanggan; kesetiaan pelanggan; CRM, risiko yang dirasakan
Abstract
Covid-19 and its current impact affect customer behavior in choosing a bank that is trusted to place their funds in investment instruments that are still profitable. Uncertainty, risk and a sense of security is something they take into account when they have to decide where to follow. This is something that is interesting to learn especially by bank management who are priority customers because it builds customer loyalty in order to gain a long-term competitive advantage. Customer relationship marketing which includes Complaint Resolution, Customer Knowledge and Customer Empowerment, which is currently one of the tools to build customer loyalty, is expected to be implemented properly and function effectively, even though by considering Financial Risk as an influencing factor. The benefit of this study is how bank managers are able to determine the right CRM strategy for their priority customers in this situations.
Keywords: customer relationship; customer loyalty; CRM, perceived risk.
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DOI: https://doi.org/10.37531/sejaman.v4i1.1167
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