Manajemen Hubungan Pelanggan dan Kepercayaan Nasabah: Sebuah Studi pada Industri Perbankan Syariah

Abstract

Maintaining customer relationships and trust is a crucial factor in supporting the sustainability of long-term relationships between banks and their customers. One approach to achieving this is through the implementation of Customer Relationship Management (CRM), which is implemented through continuous service, communication, and interaction with customers. The importance of CRM implementation is emphasized by banks in building a service experience that strengthens relationships and maintains customer trust. The objectives of this study include: (1) analyzing the implementation of Customer Relationship Management (CRM) at BSI KCP Madiun Kartoharjo. (2) analyzing customer experiences and perceptions of CRM implementation at BSI KCP Madiun Kartoharjo. (3) analyzing the role of CRM implementation in maintaining customer relationships and trust. This study used a qualitative approach with field research. Data collection techniques included interviews, observations, and documentation, which were then systematically analyzed to obtain comprehensive findings. The results indicate that the implementation of Customer Relationship Management (CRM) at BSI KCP Madiun Kartoharjo has been implemented through the process of acquiring, maintaining, and developing relationships with customers. CRM implementation is not only realized in transaction services, but also through ongoing communication, handling service issues, and providing added value to customers. This creates positive perceptions and strengthens relationships, ultimately contributing to maintaining customer trust in BSI KCP Madiun Kartoharjo.