Jumat, 05 Juni 2009

Pengaruh CRM terhadap Corporate Image Bank Jabar

PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP CITRA BANK
(Survei Terhadap Nasabah Jasa Tabungan di Bank Jabar Bandung)
Penelitian Bersaing - Tahun 2008

Oleh : Kanaidi, SE., M.Si (Peneliti, Penulis, Pelaku Bisnis, Trainer dan Dosen Management Marketing)

ABSTRAK

Penelitian ini bertujuan untuk mengetahui pelaksanaan Customer Relationship Management (CRM) dan pengaruhnya terhadap citra bank di Bank Jabar Bandung.
Penelitian ini dilakukan terhadap 100 nasabah jasa tabungan di Bank Jabar Bandung sebagai sampel penelitian. Data primer didapat melalui observasi, wawancara, dan kuesioner yang validitas dan reliabilitasnya telah diuji terlebih dahulu.
Data yang didapat dianalisis dengan menggunakan metode analisis jalur (path analysis) untuk menilai pengaruh pelaksanaan CRM terhadap citra bank di benak nasabah jasa tabungan di Bank Jabar Bandung.
Hasil analisis jalur (path analysis) menunjukkan unsur-unsur CRM mempunyai pengaruh signifikan, baik secara simultan maupun secara parsial, terhadap citra bank di Bank Jabar Bandung.
Kata kunci : Customer Relationship Management (CRM), Jasa Tabungan, dan Citra Bank.

Hasil penelitian lengkap, hubungi :
kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id

*Profil Lengkap, lihat (click) di sini


Related Posting (dari Jurnal) :

Daftar Judul Penelitian terkait Corporate Image, Brand Image, Reputation :

"An INVESTIGATION into ANTECEDENTS and CONSEQUENCES of UNIVERSITIES INTERNAL BRANDING in THAILAND: from the manager’s perspective."
by : Narissara Kaewsurrin
Abstract
This research aims to examine the antecedents and consequences of internal branding in universities, as well as variables that have mediating and moderating effects.
Internal branding focuses on employees’ understanding of the brand value and the way they deliver the brand experience.
The research methodology would be based on a combination of qualitative and quantitative methodologies, steeped in a belief of the value of triangulation as a strategy for conducting valid and reliable research.
Top management and academic employees of Thai universities will take part in the research involving use of interviews, questionnaires.

Keywords: higher education, internal branding, employee, leadership, government policy
WHAT DRIVES CUSTOMER LOYALTY WITH COMPLAINT RESOLUTION?
by : Tor Wallin Andreassen (1999)

Tor Wallin Andreassen is an Associate Professor of Marketing at The Norwegian School of Management. He is the founder and director of the Norwegian Service Forum and the Norwegian Customer Satisfaction Barometer. He is currently a Visiting Professor at the Owen School of Management, Vanderbilt University, 401 21st Avenue South, Nashville, TN 37215, USA.
Abstract
Even though customer satisfaction and loyalty has been studied at length, few if any studies have focused on antecedents to customer loyalty for dissatisfied complaining customers. A theoretical model focusing negative affect, satisfaction with complaint resolution, and corporate image as antecedents to customer loyalty is proposed and tested empirically.
First, satisfaction with complaint resolution has a positive impact on customer loyalty. Complaint resolution is thus an important element of the company’s customer retention strategy.
Second, negative affect caused by the initial service failure has a negative impact on satisfaction with complaint resolution and customer loyalty.
From this finding we can imply that the customer starts the resolution process from a deficit. Finally, corporate image has a positive impact on customer loyalty. From this finding we can learn that corporate image plays a role not only in attracting new customers, but also in retaining existing dissatisfied customers.
Key words: Dissatisfaction, complaint resolution, negative affect, corporate image, customer loyalty.
COMMON GROUNDS in THE PERCEPTION of CORPORATE REPUTATION?
A Comparison of Three Stakeholder Groups
by : Sabrina Helm
Herdecke University
Strategic Marketing
Alfred-Herrhausen-Strasse 50
58448, Germany

Abstract
In recent publications, corporate reputation has been interpreted as a stakeholder-related construct.
While some authors state that – according to stakeholder group affiliation – a specific set of criteria is relevant to validly evaluate the reputation of a firm, others call for comparability of data and favour standardised measures.
Empirical evidence on stakeholders’ perception of corporate reputation has remained scarce. Therefore, the objective pursued by this paper is to analyse and discuss the process and implications of building a stakeholder-related measure of corporate reputation.
The findings of a study among German customers, employees, and private investors of a consumer goods producer are used for illustration.
Corporate citizenship and public relations: The importance and
interactivity of social responsibility issues on corporate websites
by : Paul Capriotti and
Angeles Moreno
© 2006

Abstract
Recently, corporate responsibility has become a prominent issue internationally. It has also become a research priority in public relations, having been considered one of the key aspects of that field for decades.
Several studies have shown the importance of the Internet and of corporate websites as public relations tools and the growing relevance of corporate websites for communicating approaches to corporate responsibility.
This paper discusses the importance of corporate responsibility information on those websites, and their levels of interactivity. The authors have designed a specific tool to analyse these aspects of corporate websites.
Keywords: Public relations; Corporate responsibility; Dialogic communication; Internet; Interactivity
(2006)
Abstract
Corporate image is a strategic asset that creates competitive advantage and favourable climate for the survival and development of an organisation.
For escaping negative consequences of uncontrolled image and shooting up opportunities of positive image, systematic measuring of corporate image is necessary.
The aim of the paper is to propose guidelines for measuring and evaluating corporate image systematically (corporate image audit – a complex system of measuring and evaluating image – is recommended).
The principles, methods, stages and consecution of examining corporate image are proposed and analysed.
Key words: corporate image, image audit, measuring corporate image.

CORPORATE VOICE in RELATION to PRODUCT IDENTITY and
STRATEGY.
By : Kristin H. Løwer Gautvik
Department of Product Design NTNU
01.11.2001
Abstract
Establishing a solid customer relationship is paramount for
companies in today’s overcrowded market.
Based on the general principles of corporate communication and the concept of “involvement”, the article seeks to dene and explain the mutual roles of the different components of this corporate-product-customer-relationship, and tries to establish which mechanisms and strategies companies may use to communicate their corporate identity through their products.
Key words: Corporate identity, corporate image, product identity, corporate voice, customer voice, branding, corporate communication, corporate design strategy.

CUSTOMER LOYALTY and COMPLEX SERVICES:
The Impact of Corporate Image on Quality, Customer Satisfaction and Loyalty for Customers with Varying Degrees of Service Expertise.
by : Tor Wallin Andreassen and Bodil Lindestad
Abstract :
Based on theory from consumer behavior and cognitive psychology, the purpose of this paper is to discuss and test corporate image and customer satisfaction as two routes to customer loyalty.
Based on data from 600 individual customers categorized as having high or low service expertise of three companies within the package tour industry, a conceptual model is proposed and tested empirically using structural equation modeling. The data used in the study is included in The Norwegian Customer Satisfaction Barometer.
The latent variables` contribution to loyalty is estimated on the attribute level, based on path coefficients. Perceived quality has positive effects on value and customer satisfaction for the industry consolidated.
Value has only significant impact on customer satisfaction for customers with a low degree of service expertise. Corporate image is positively correlated with perceived quality, customer satisfaction, and customer loyalty.
Corporate image does not impact customers` perception of value. The paper concludes by claiming that for complex services, corporate image and customer satisfaction are not two separate routes to customer loyalty. Corporate image impacts customer loyalty directly whereas customer satisfaction does not. This finding was consistent with high and low service expertise.
These results challenge the disconfirmation paradigm which predicts customer satisfaction as the primary route to customer loyalty. From a managerial perspective, information regarding the relative strength of the two routes is vital with regard to resource allocation in order to improve customer loyalty.
Key words: Norway, Marketing, Research, Service quality, Corporate Image, Customer Satisfaction, Customer Loyalty

THE EFFECT of CORPORATE IMAGE in THE FORMATION of CUSTOMER LOYALTY:
An Australian Replication
by : Allison E. Hart & Philip J. Rosenberger III
(2004)
Abstract
Using a mall-intercept survey of 116 female Grace Bros. customers who had had a shopping experience at the upmarket department store in the previous six months, Andreassen and Lindestad’s (1998) model of corporate image and its influence on customer loyalty was evaluated using path analysis.
The results are generally consistent with the previous study, with corporate image having a significant impact on core service and customer satisfaction perceptions.
Corporate image was found to have only a marginally significant direct influence on customer loyalty, though the total effects of corporate image (both direct and indirect) on customer loyalty are much more substantial.
Keywords: Replication, Corporate image, Loyalty, Department store retailing, Grace Bros.


EXPLORING STORE IMAGE, CUSTOMER SATISFACTION and CUSTOMER LOYALTY RELATIONSHIP: Evidence from Taewanese Hypermarket Industry
by : Chih-Hon Chang and Chia-Yu Tu
(2005)
Artikel lengkap, hubungi : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
(sambil menyebutkan Judul Artikel dan Penulis yang dimaksud)
Diposting oleh di 4 komentar:
Langganan: Postingan (Atom)