PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT UNTUK MENINGKATKAN VOLUME TRANSAKSI INVESTASI MELALUI LOYALITAS NASABAH EMERALD BNI KANTOR CABANG JAKARTA PLUIT
Published:
2026-10-09Downloads
Abstract
The increasingly competitive banking industry requires banks to rely not only on interest income but also on revenue generated from investment products and services. One strategy that can be implemented to achieve this objective is Customer Relationship Management (CRM), which focuses on establishing and maintaining long-term relationships with customers. This study aims to examine the effect of Customer Relationship Management on investment transaction volume and customer loyalty, as well as to investigate the mediating role of transaction volume in the relationship between Customer Relationship Management and customer loyalty among Emerald customers at BNI Jakarta Pluit Branch.This study employed a quantitative research approach using a survey method. Data were collected through questionnaires distributed to 107 Emerald customers of BNI Jakarta Pluit Branch, selected using a purposive sampling technique. The data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method.The findings indicate that Customer Relationship Management has a positive and significant effect on both investment transaction volume and customer loyalty. These results suggest that effective CRM implementation enhances the quality of the relationship between the bank and its customers through trust, communication, commitment, and conflict handling, thereby encouraging higher investment transaction activities while strengthening customer loyalty. However, investment transaction volume does not have a significant effect on customer loyalty. Furthermore, transaction volume does not mediate the relationship between Customer Relationship Management and customer loyalty. These findings imply that customer loyalty is influenced more by the quality of the relationship and service experience provided by the bank than by the magnitude of customers' investment transaction activities.The findings of this study imply that BNI should continue strengthening its Customer Relationship Management practices by improving communication quality, providing more personalized services, and utilizing data-driven technologies to better understand customer needs. These strategies are expected to foster long-term customer relationships, enhance customer loyalty, and encourage the growth of investment transaction volume.
Keywords:
Customer Relationship Management Investment Transaction Volume Customer Loyalty Emerald Customers SEM-PLSReferences
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