Strategi membangun Customer Relationship Management (CRM) pada Bank Syariah Mandiri Kantor Cabang Malang

Aini, Qurrotu (2014) Strategi membangun Customer Relationship Management (CRM) pada Bank Syariah Mandiri Kantor Cabang Malang. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.

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Abstract

INDONESIA:

CRM merupakan konsep pemasaran berbasis hubungan antara perusahaan dengan pelanggan yang dilakukan untuk membangun hubungan jangka panjang dan saling menguntungkan. Untuk menghadapi persaingan yang semakin ketat di industri perbankan, CRM dapat dijadikan sebagai strategi untuk memenangkan persaingan. Di dalam CRM terdapat proses, peranan teknologi dan sumber daya manusia.

Penelitian ini bertujuan untuk mengetahui strategi CRM yang dibangun oleh Bank Syariah Mandiri Kantor cabang Malang. Pengumpulan data dilakukan dengan wawancara dan observasi. Penelitian dilakukan dengan metode kualitatif dengan pendekatan deskriptif.

Hasil penelitian menunjukkan: BSM menggunakan tiga indikator, yaitu program pemasaran berkelanjutan (Continue Marketing) dengan cara membuat program menarik melalui pemberian hadiah untuk nasabah prioritas, kedua program pemasaran individual (One On One Marketing) dengan cara mengunjungi nasabah prioritas ke rumah, dan melakukan pendekatan secara personal, dan yang ketiga adalah mengembangkan teknologi informasi, dalam bentuk layanan internet banking, mobile banking, sms banking dan phone banking, dan dalam program pemasaran individual (one on one marketing) BSM masih menggunakan cara-cara tradisional dalam bentuk perlakuan BSM kepada nasabah prioritas layaknya saudara. Dampak penerapan strategi CRM bagi BSM yaitu meningkatkan jumlah nasabah dan menimbulkan rasa kepercayaan kepada nasabah.

ENGLISH:

CRM is aconcept-based marketing relationship with the customer is done to establish long-term and mutually beneficial. To deal with increasingly fierce competiti on in the banking industry, the CRM can be used as a strategy to win the competition. Contained in the CRM process, the role of technology and human resources.

This study aims to determine the CRM strategy that is built by the Syariah Mandiri Bank branch office in Malang. Data was collected through interview sand observations. The studywas conducted by qualitative descriptive approach.

The results showed: BSM using three indicators, namely the on going marketing programs (Continue Marketing) program by making attractive through gift giving to priority customers, both individual marketing programs (One On One Marketing) priority customers by visiting the home, and to approach personally, and the third is the development of information technology, in the form of internet banking, mobile banking, SMS banking and phone banking, and marketing programs individually (one-on-one marketing) BSM still using traditional means in the form of the BSM treatment to customers priorities like brothers. The impact of the implementation of a CRM strategy for BSM ie increase the number of customers and creates a feeling of confidence to customers.

Item Type: Thesis (Undergraduate)
Supervisor: Slamet, Slamet
Keywords: Bank Syariah; Customer Relationship Management (CRM); Islamic Banks
Subjects: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Departement: Fakultas Ekonomi > Jurusan Manajemen
Depositing User: Indar Erdiana
Date Deposited: 29 Jul 2015 11:12
Last Modified: 29 Jul 2015 11:12
URI: http://etheses.uin-malang.ac.id/id/eprint/659

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