EVALUASI DAN PENGEMBANGAN STRATEGI CUSTOMER RELATIONSHIP MANAGEMENT BERBASIS KEPUASAN DAN LOYALITAS NASABAH PT AXA MANDIRI FINANCIAL SERVICES

SAFIRA, NUKE MAYA (2010) EVALUASI DAN PENGEMBANGAN STRATEGI CUSTOMER RELATIONSHIP MANAGEMENT BERBASIS KEPUASAN DAN LOYALITAS NASABAH PT AXA MANDIRI FINANCIAL SERVICES. S2 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

High levels of customer satisfaction is not necessarily continue in loyalty. This reserch aimed to evaluate and develop customer relationship management strategy within satisfaction and loyalty approach that focuses on long term relationships where the company delivers benefit and value based on customers’s perspective. The method used was qualitatitive research with a descriptive type. Source of primary data is AXA Mandiri customer as a key information, sales person that act as company’s liaison, also supported by secondary data. Research has showed that build customer loyalty should be understood as behavioral issue where the customer interaction experience from the product introduction until product services, very influential on customer loyalty. Key words : customer satisfaction, customer loyalty, customer behavior, customer interaction

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