Service quality based factors that satisfy customers of XYZ Bank in Surabaya, business banking division, after experiencing CRM

Thomas, Christine (2008) Service quality based factors that satisfy customers of XYZ Bank in Surabaya, business banking division, after experiencing CRM. Bachelor thesis, Petra Christian University.

Abstract

During the 1997 crisis, SMEs became the backbone of Indonesia economy. After that, the numbers of SMEs were getting higher and higher and their businesses grow better than micro enterprises and large enterprises. Since they were growing, they also needed more capital to make a greater expansion of their businesses. This condition was known by the bank and banks both local and foreign banks tried to gain bigger market share for SMEs. One of them was XYZ Bank. This bank tried to reach SMEs by using CRM activities to give them maximum satisfaction. The writer wanted to analyze the effect of CRM by using service quality dimensions towards customer satisfaction using multiple regression analysis. The writer wanted to know what factors affect customer satisfaction significantly by using service quality dimensions and the most influential factor of customer choosing a bank. Using the combination of descriptive and causal studies, the writer tried to find out the factors of service quality dimensions that satisfy customers and the most influential factors of customers choosing a bank.

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