Business, Management and Accounting
4 years ago

Building Trust in Banks Boosts Customer Loyalty and Satisfaction.

Wiga Jurnal Penelitian Ilmu Ekonomi
Application of Customer Relationship Marketing Towards Customer Loyalty Through Trust in Bank
Angga Ade Permana, Muhammad Firdaus, Muhaimin Dimyati

Paper Summary

Customer relationship marketing aims to build strong customer relationships by providing direct and interactive service. The study investigated how customer relationship marketing affects customer loyalty through trust. The researchers used path analysis and t-tests to analyze the data. Results showed that commitment and conflict handling in customer relationship marketing directly influence trust and loyalty, while communication does not have a negative impact on trust or loyalty.

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