Brand image model and customer loyalty: Customer Relationship Management and Service Quality (Case Study in Micro Credit Loan PT Bank Mandiri Jakarta Bintaro Jaya Unit 1)
Journal Title: Saudi Journal of Business and Management Studies - Year 2018, Vol 3, Issue 7
Abstract
Abstract:PT. Bank Mandiri (Persero) unit Jakarta Bintaro Jaya 1 is a branch under the coordination of Regional V Jakarta 3 area of Jakarta beautiful cottage consisting of 12 units of micro office. Where this Bank has a commitment to provide ease of credit distribution as additional business capital for UM or UMKM entrepreneurs. More than 80 percent of business units in Indonesia are UM/UMKM. During the period of 5 years (2010-2014) the provision of UM/UMKM credit has decreased. In addition, the number of non-performing loans (NPLs) from the UM/UMKM sector has increased significantly. The relationship quality management (CRM) index has declined over the last five years, so there needs to be an effort to improve relationship quality (CRM) and service quality. Thus it will be able to improve the image of banking (brand image) so that the bank can build and maintain customer loyalty (customer loyalty). The purpose of this research is to develop brand image and customer loyalty with CRM and service quality). Analytical unit of micro credit business loan debtor, population 558 and samples 85 customers with slovin technique. Analysis method with quantitative analysis. Analysis technique with Path analysis with 2 sub-structures, followed by determination analysis (R Square), Partial test of hypothesis (t test) and simultaneous (F test) with alpha 5 percent. Before the analysis with multiple linear regression first in the test of research questionnaire with validity and reliability test and classical assumption. SPSS version 22.0 analysis tool. The result of this research is that Customer Relationship Management and Service Quality have an effect on Brand Image and Customer Loyalty either partially or simultaneously. Brand Image and Customer Loyalty are still influenced by other variables apart from Customer Relationship Management and Service Quality, therefore further research is needed. Keywords: Brand Image, Customer Loyalty, Customer Relationship Management and Service Quality.
Authors and Affiliations
Hapzi Ali
Keywords
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