The Effect of Customer Relationship Marketing (CRM) and Service Quality to Corporate Image, Value, Customer Satisfaction, and Customer Loyalty

Abstract

This study aims at analyzing and explaining the effect of CRM and Service Quality toward Corporate Image, Value, Satisfaction, and Loyalty on Customers of Sharia Banks in East Java at the branches of Bank Muamalat and Bank Syariah Mandiri (BSM) Surabaya, Malang, Kediri, and Jember involving 278 respondents. The study uses Generalized Structured Component Analysis (GSCA). The results show 14 (fourteen) direct relationships and indirect relationships (1) CRM has a significant effect on corporate image; (2) service quality has a significant effect on corporate image; (3) CRM has a significant effect on customer values; (4) service quality has a significant effect on customer value; (5) CRM has a significant effect on customer values; (6) service quality has a significant effect on customer satisfaction; (7) CRM has a significant effect on customer loyalty; (9) corporate image has a significant effect on customer values; (10) corporate image has a non-significant effect on customer satisfaction; (12) customer value has a significant effect on customer loyalty; (13) customer value has a non-significant effect on customer loyalty; and (14) customer satisfaction has a non-significant value on customer loyalty. The strongest CRM indicator is communication, the strongest service quality indicator is assurance, the strongest corporate image indicator is product features, the strongest value indicator is benefit, the strongest satisfaction indicator is satisfaction on overall service, the strongest customer loyalty indicator is customers supporting products or loyal.

Keywords: CRM, Service Quality, Corporate Image, Customer Value, Customer Satisfaction, Customer Loyalty, and Sharia Banking