Siti Zainut Tifliyah, Fatchur Rohman, Noermijati Noermijati


The purpose of this study was to analyze the effect of Customer Relationship Management (CRM) on customer retention mediated by customer satisfaction and customer loyalty on Priority BTN in Malang City. The population of this study is Priority BTN customers in Malang City, and the number of samples obtained is in accordance with the research criteria as many as 100 samples. The approach used in this study is a quantitative approach. The type of research based on the formulation of the problem and the purpose of the study is explanatory. The technique used in this study is probability sampling with a simple random sampling method. The research instrument used was a questionnaire analyzed using SmartPLS 3.0 software. The results showed that CRM has a direct influence on customer retention. In addition, CRM indirectly affects customer retention through mediating variable customer satisfaction and customer loyalty. The next researcher can conduct further research with broader research objects, namely at the BTN Priority bank customers nationally, and can use web-based surveys to shorten the time in researching priority customers because priority customers have high mobility.


CRM; Retention; Satisfaction; Loyalty; Priority Customers; Bank

Full Text:



Alshurideh, M., Ra’ed (Moh’d Taisir), M., and Barween, A. 2012. The Effect of Customer Satisfaction upon Customer Retention in the Jordanian Mobile Market: An Empirical Investigation. Europan journal of economics, finance and administrative sciences. 47 (47): 69-78.

Ammari, N. B. and Khalid, S. S. 2016. The Effect of CRM Implementation on Pharmaceutical Industry’s Profitability: The Case of Tunisia. Management research review. 39 (8): 854–879.

Azzam, Z. A. M. 2014. The Impact of Customer Relationship Management on Customer Satisfaction in the Banking Industry-A Case of Jordan. Europan Journal of Business and Management. 6 (32): 99-112.

Baron, R. M., and Kenny, D. A. 1986. The Moderator–Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of personality and social psychology. 51 (6), 1173-1182.

Bashir, Nayab. 2017. Impact of Customer Relationship Management on Customer Retention (A Case of Private Banks of Sialkot, Punjab). Internasional journal of scientific & technology research. 6 (8): 293-305.

Becker, J. U., Greve, G. and Albers, S. 2009. The Impact of Technological and Organizational Implementation of CRM on Customer Acquisition, Maintenance, and Retention. International journal of services marketing. 26 (3): 207-215.

Christopher, M., Payne, A. and Ballantyne, D. 1991. Relationship Marketing. Butterworth-Heinemann, Oxford.

Das, S. and Manit, M. 2018. The Impact of Customer Relationship Management (CRM) Practices on Customer Retention and The Mediating Effect of Customer Satisfaction. Internasional journal of management studies. 5 (1): 95-103.

Gaffar, V. 2007. CRM dan MPR Hotel (Customer Relatiomship Management and Marketing Public Relations), Cetakan 1. Alfabeta. Bandung.

Greenberg, P. 2001. CRM at The Speed of Light: Capturing and Keeping Customers in Internet Real Time. 2nd Edition. California: McGraw-Hill Book Co.

Griffin, J. 2002. Customer Loyalty: How To Earn It, How To Keep It. Published by Jossey-Bass, Inc., a John Willey & Sons, Inc. Company USA.

Hurriyati, R. 2005. Bauran Pemasaran Dan Loyalitas Konsumen. Alfabeta, Bandung.

Ibojo, B. O., 2015. Impact of Customer Satisfaction on Customer Retention: A Case Study of a Reputable Bank in Oyo, Oyo State. Nigeria. Journal of managerial studies and research. 3 (2): 42-53.

Kirmaci, S. 2012. Customer Relationship Management and Customer Loyalty: A Surveyin the Sector of Banking. Journal of business and social science. 3 (3): 282-291.

Kompas. 2017. Perbankan Menjaring Warga Super Kaya Asia. [Online]. From: https://kompas.id/baca/opini/analisis-ekonomi/2017/06/13/perbankan-menjaring-warga-super-kaya-asia/. [8 Desember 2018].

Konsynski, B. and McFarlan, F. 1990. Information Partnership Shared Data, Shared Scale. Harvard Business Review. P. 114-120.

Kontan. 2018. Nasabah Wealth Management BTN Meningkat 193 Di Kuartal I 2018. [Online]. From: https://keuangan.kontan.co.id/news/nasabah-wealth-management-btn-meningkat-193-di-kuartal-i-2018. [10 April 2019].

Kotler, Philip and Keller, Kevin Lane. 2012. Marketing Management. Essex: Pearson Education Inc.

Magatef, S. G. and Elham, F. T. 2015. The Impact of Customer Loyalty Programs on Customer Retention. Journal of business and social science. 6 (8): 78-93.

Nazir, S., Khan, S., Jamil, R., and Mehmood, Q. 2014. Impact of Customer Relationship Management on Customer Satisfaction in Hoteling Industry. Journal of management. 2 (2): 8-12.

Oliver, R. L. 2010. Satisfaction: A Behavioral Perspective on the Customer. New York: McGraw-Hill.

Pandey, P. and H. K, Singh. 2012. The Relationship between CRM Dimensions and Customer Retention in Indian Banking Industry: An Empirical Study of Public and Private Sector Bank. Journal of commerce & accounting research. 1 (4): 51-59.

Reichheld. 1996. Learning from Customer Defections. Harvard Business Review. March/April, 56-59.

Tauni, S., Rabia, I. K., Maira, K. D., and Sumaira, A. 2014. Impact of Customer Relationship Management on Customer Retention in the Telecom Industry of Pakistan. Industrial engineering letters. 4 (10): 54-59.

Toyese, A. Y. 2014. Customer Relationship Management and Customer Loyalty in Nigerian Telecommunication Industry. The Business & Management Review. 4 (3): 43-50.

Tsao, H. Y., Lin, P. C., Pitt, L., and Campbell, C. 2009. The Impact of Loyalty and Promotion Effects on Retention Rate. Journal of the operational research society. 60: 646-651.

DOI: http://dx.doi.org/10.21776/ub.jam.2021.019.04.17


  • There are currently no refbacks.