Brand Image Model: Analysis of Customer Relationship Management (CRM) and Service Quality
Journal Title: Saudi Journal of Humanities and Social Sciences - Year 2017, Vol 2, Issue 10
Abstract
The object of this research at PT. Bank Mandiri (Persero) unit Jakarta Bintaro Jaya 1 is a branch under the coordination of Regional V Jakarta 3 area of beautiful cottage Jakarta, consisting of 12 units of micro office with Case Study on Micro Credit Loan. This bank has a commitment to provide ease of lending as an additional business capital for Micro Entrepreneur (UM) or UMKM. More than 80 percent of business units in Indonesia are UM / UMKM. During the period of 5 years (2010-2014) the provision of credit / UMKM 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. This will be able to improve the image of banking. The purpose of this research is to develop brand image with CRM and service quality. Unit of analysis of micro business credit debtors, population 558 and samples of 100 customers with slovin techniques. Analysis method with quantitative analysis. Analysis technique with Path analysis, followed by determination analysis (RSquare), Testing of partial hypothesis (t test) and simultaneous (F test) with alpha 5 percent. Before the analysis with the first path analysis in the test questionnaire research with validity and reliability test as well as classical assumptions. SPSS version 22.0 analysis tool. The research result is that Customer Relationship Management and Service Quality have an effect on Brand Image either partially, simultaneously, directly and indirectly. Keywords: Brand Image, Customer Relationship Management and Service Quality
Authors and Affiliations
Antonius Setyadi, Hapzi Ali
Keywords
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