Analisis Strategi Customer Relationship Management (CRM) Pada Pegadaian Syariah (Studi Kasus Pada Pegadaian Syariah di Provinsi Jambi)
DOI:
https://doi.org/10.51311/nuris.v6i1.118Keywords:
Kompetensi Sumber Daya Manusia, Mutu Pelayanan, Teknologi, Kepuasan NasabahAbstract
Penelitian ini menganalisis perilaku nasabah berdasarkan kinerja Customer Relationship Management. Permasalahan penelitian merujuk pada fenomena bisnis PT. Pegadaian Syariah (Persero) Tbk. Di Provinsi Jambi. permasalahan penelitian ini adalah bagaimana membangun kepuasan nasabah, sehingga loyalitas nasabah dapat tercapai sesuai harapan. Tujuan penelitian dirumuskan untuk mencari jawaban atas alur kinerja Customer Relationship Management. Permodelan yang dirumuskan pada penelitian ini bertujuan memberikan pemahaman yang kritis dalam konsep dan pengukuran manajemen hubungan pelanggan. Peneliti memasukan unsur kompetensi sumber daya manusia, mutu pelayanan, teknologi, dan kepuasan nasabah sebagai anteseden dan memiliki konsekuensi yang signifikan terhadap loyalitas nasabah. Penelitian ini mempergunakan 110 responden dan keseluruhan responden adalah nasabah PT. Pegadaian Syariah (Persero) Tbk. Di Provinsi Jambi. Analisis data mempergunakan Structural Equation Model (SEM) dengan program komputer Amos 22. Hasil penelitian ini menunjukkan bahwa kompetensi sumber daya manusia tidak berdampak positip dan signifikan terhadap kepuasan nasabah. Sementara itu Mutu pelayanan dan Teknologi berdampak positip dan signifikan terhadap kepuasan nasabah. Pengaruh kepuasan nasabah terhadap loyalitas juga berakibat positip. Masukan bagi manajemen yang bisa diambil dari penelitian customer relationship management ini adalah pendekatan yang berkaitan dengan dimensi mutu pelayanan dapat membantu manajer meningkatkan kepuasan nasabah dan loyalitas nasabah berbasis kinerja Customer Relationship Management.
Kata Kunci: Kompetensi Sumber Daya Manusia, Mutu Pelayanan, Teknologi, Kepuasan Nasabah, dan Loyalitas Nasabah Berdasarkan Kinerja Customer Relationship Management.
Downloads
References
Adam , Muhammaad, Manajemen Pemasaran Jasa, Bandung: Alfabeta, 2015.
Adrian Payne, HANDBOOK OF CRM: Achieving Excellence in Customer Management, (Butterworth-Heinemann is an imprint of Elsevier Linacre House, Jordan Hill, Oxford, 2005.
Bena, I. “Evaluating Customer Satisfaction In Banking Servicesâ€, Management & Marketing. Vol. 5, Edisi 2; pg. 143, 2010.
Buchari Alma, Pengantar Bisnis Bandung: Alfabeta, 2010.
Chen, I.J. & Popovich, K.. “Understanding Customer Relationship Management (Crm) – People, Process And Technologyâ€. Business Process Management .Vol. 9 No. 5, 2003.
Hair, Joseph F.JR., Rolph E. Anderson, Ronald L. Tatham, and William C. Black,†Multivariate Data Analysis With Readings,†Fourth Edition, New Jersey: Prentice Hall, 1995.
Jacob Z. Haislip, Vernon J. Richardson. “The effect of Customer Relationship Management Systems on Firm Performance†International Journal of Accounting Information Systems 27, 2017
Kotler, Phillip & Garry Armstrong, Principles of Marketing. 11 th Edition, (Prentice Hall International Inc. New Jersey. 2006.
Muhamad, Metodologi Penelitian Ekonomi Islam. Jakarta: Raja Grafindo Persada, 2008.
Payne, A. Handbook Of CRM: Achieving Excellence in Customer Management. Great Britain: Elsevier Ltd. 2008.
Silva, Rui Vinhas Da., and, Iian Rahimi, " A critical success factor model for CRM implementation ", International Journal Electronic Customer Relationship Management, Vol. 1 No.1, 2007.
Sin, “CRM: Conceptualization And Scale Development“, European Journal of Marketing, vol. 39, No. 12, 2005.
Tavana, et. al., “Theoretical Models of Customer Relationship Management in Organizationsâ€. International Journal of Business and Behavioral Sciences (E-journal). 2013.
Wang, Yonggui., Hing Po lo, Renyong Chi., and Yongheng Yang “ An Integrated Frame Work For Customer Value And Customer-Relationship-Management Performance: a customer-based perspective from China “,Managing Service Quality, Vol.14, 2004.
www.pegadaian.co.id
Downloads
Published
How to Cite
Issue
Section
License
NUR EL ISLAM Journal is an Open Access Journal. The authors who publish the manuscript in this journal agree to the following terms:
(1) The formal legal provisions for access to digital articles of this electronic journal are subject to the terms of the Creative Commons Attribution 4.0 International License (CC BY 4.0), which means that Nur El Islam reserves the right to save, transmit media or format, Database), maintain, and publish articles without requesting permission from the Author as long as it keeps the Author's name as the owner of Copyright.
(2) The reproduction of any part of this journal, its storage in databases and its transmission by any form or media, such as electronic, electrostatic and mechanical copies, photocopies, recordings, magnetic media, etc., will be allowed only with a written permission from Nur El Islam.
