Consumer evaluation towards the factors of CRM foundation in banking industry. (case study on Bank Internasional Indonesia area Denpasar).

Widianto, Natanael Krisadityo and Iswahyudi, Indira (2009) Consumer evaluation towards the factors of CRM foundation in banking industry. (case study on Bank Internasional Indonesia area Denpasar). Bachelor thesis, Petra Christian University.

Abstract

BII is one of the biggest banks in Indonesia which is running under Maybank Offshore Corporate Service. It provides wide range of financial services to serve its customers. The real current condition that BII have to face is the changing trend in customer behaviors and tighter competition between banks in Bali. Therefore, consumer evaluation is needed to understand the consumer perspective toward company current performance. It is to know what the consumer thinks and how they perceive toward the factors that are being evaluated. This research will identify the significance level of each factor of CRM foundation through consumer evaluation and determine the most influential factor. Hypothesis created are factors of people, business process, and technology positively affect the consumer evaluation and factors of people become the most dominant factors in affecting consumer evaluation result. The analysis will be using multiple regressions. The result shows that consumer evaluation is positively affected by each factor and mostly by the people factor.

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