Implementasi customer relationship management untuk memperbaiki proses penjualan di suatu bank asing

Respati, Nadiya (2003) Implementasi customer relationship management untuk memperbaiki proses penjualan di suatu bank asing. Masters thesis, Widya Mandala Catholic University Surabaya.

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Abstract

The purpose of this research is to analyze the difficulties in serving customers regarding the wide variety of products and facilities offered by a leading foreign Bank in Surabaya, and to identify the contribution of Customer Relationship Management (CRM) as a concept to develop further planning strategies. This research uses grounded theory approach as the methodology by conducting a participant observation supported by in-depth interviewing and collecting complaint data. Theoretical sampling is used to analyze the data involving a coding process to find concepts and categories to build a theoretical framework connecting the categories developed during the coding process, and capture the difficulties sought in the analysis. It is shown that bankers at the object institution lack real-time updated information on customer history and marketing program conducted. The imperatives are to do the most proper service and profitable selling process. Relationship-banking concept adopted by the bank concerning the result found is compared with CRM and shown the what-to-do next in order to improve the selling process without the implementation of any new technology.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Customer relationship management, relationship banking, customer complaints
Subjects: Business
Business > Strategic Management
Divisions: Graduate School > Master Program in Management
Depositing User: Sri Kusuma Dewi
Date Deposited: 01 Jun 2015 08:12
Last Modified: 01 Jun 2015 08:12
URI: http://repository.wima.ac.id/id/eprint/2266

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