Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2022)

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Creating Satisfaction, Loyalty, and Competitive Advantage for Banking Industry: The Roles of Customer Relationship Management (CRM) in the Digital Era

Authors
Cesya Rizkika Parahiyanti1, *, Suryo Hadi Wira Prabowo1, Yana Respati Dewi1, Norzalita Abd Aziz1, 2, Eva Yunitasari1
1Management Department, Universitas Negeri Malang, Malang, Indonesia
2Graduate School of Business, Universiti Kebangsaan, Bandar Baru Bangi, Malaysia
*Corresponding author. Email: cesya.rizkika.fe@um.ac.id
Corresponding Author
Cesya Rizkika Parahiyanti
Available Online 16 May 2023.
DOI
10.2991/978-94-6463-178-4_38How to use a DOI?
Keywords
customer relationship management; customer satisfaction; customer loyalty; competitive advantage
Abstract

This study aims to measure the role of customer relationship management in building satisfaction, loyalty, and competitive advantage in the banking industry in Indonesia. The survey results from 201 respondents who were processed using partial least squares analysis showed that CRM in the banking industry must pay attention to customer relationships through a customer approach, especially customer empowerment and customer orientation. CRM also influences customer satisfaction, loyalty, and competitive advantage in the banking industry. Satisfaction also acts as a mediation for CRM in creating loyalty and competitive advantage. In terms of application, the banking industry is recommended to continue to develop customer relationships by being oriented to the convenience of customer transactions. With the implementation of CRM, banks can survive the increasingly fierce competition in financial services.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
16 May 2023
ISBN
10.2991/978-94-6463-178-4_38
ISSN
2352-5428
DOI
10.2991/978-94-6463-178-4_38How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Cesya Rizkika Parahiyanti
AU  - Suryo Hadi Wira Prabowo
AU  - Yana Respati Dewi
AU  - Norzalita Abd Aziz
AU  - Eva Yunitasari
PY  - 2023
DA  - 2023/05/16
TI  - Creating Satisfaction, Loyalty, and Competitive Advantage for Banking Industry: The Roles of Customer Relationship Management (CRM) in the Digital Era
BT  - Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2022)
PB  - Atlantis Press
SP  - 380
EP  - 392
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-178-4_38
DO  - 10.2991/978-94-6463-178-4_38
ID  - Parahiyanti2023
ER  -