Continue to develop relational marketing strategy

Oct 13, 2025 by magicalceylontours.com 113 views

Analysis of Relational Marketing Strategies and Service Experience in Increasing the Satisfaction of Credit Card Customers at PT Bank Central Asia Tbk. Medan Main Branch Office

Introduction

In today's highly competitive banking industry, PT Bank Central Asia Tbk. (BCA) has been relying on relational marketing strategies and service experiences to attract and maintain customers, particularly for credit card users. The bank's goal is to provide a unique and personalized experience for its customers, setting it apart from its competitors. This study aims to analyze the influence of relational marketing strategies and service experiences on customer satisfaction at the Medan Main Branch Office.

The Importance of Relational Marketing and Service Experience

Relational marketing focuses on developing long-term relationships with customers, where banks try to understand and meet the needs of customers better. This can be done through effective communication, personalization of services, and creating positive experiences for customers. On the other hand, service experience (experiential marketing) focuses on how customers feel the services provided. Positive experience during interaction with banks can increase customer satisfaction. For example, fast and responsive delivery service can create a good impression in the minds of customers, encouraging them to recommend banks to others.

Research Methodology

This study involves all customers who have or actively use credit cards at BCA Medan Main Branch Office. The samples used in this study amounted to 100 customers taken using the Supramono formula and non-probability sampling techniques, given the unknown population. Primary data is collected through a questionnaire, while secondary data is obtained through literature studies.

Data Analysis

The hypothesis in this study was tested with multiple linear regression analysis, with a significance value α = 5% (0.05). The results of the analysis show that both relational marketing and simultaneous service experience have a significant influence on the satisfaction of customer credit card users at BCA.

Research Findings

The R Square value of 0.187 shows that 18.7% of customer satisfaction can be explained by relational marketing and service experience. Meanwhile, the remaining 81.3% is influenced by other factors that are not examined in this study. This suggests that while relational marketing and service experience are important factors in customer satisfaction, there are other factors that also play a significant role.

Additional Explanation and Analysis

Customer satisfaction is an important element in maintaining loyalty and increasing the use of banking products, especially credit cards. Relational marketing and service experience are two key strategies that banks can use to increase customer satisfaction. By understanding the needs and preferences of customers, banks can provide personalized services that meet their needs. This can be done through effective communication, personalization of services, and creating positive experiences for customers.

On the other hand, service experience (experiential marketing) focuses on how customers feel the services provided. Positive experience during interaction with banks can increase customer satisfaction. For example, fast and responsive delivery service can create a good impression in the minds of customers, encouraging them to recommend banks to others.

Although the results showed that both of these strategies were still 81.3% of other factors that affected customer satisfaction that needed to be further investigated. These factors can include product prices, ease of service access, technology used, and bank reputation in the eyes of customers.

Conclusion

Based on the results of this study, PT Bank Central Asia Tbk. The Medan Main Branch Office needs to continue to develop a relational marketing strategy and service experience to increase customer satisfaction of credit card users. By understanding the factors that contribute to customer satisfaction, BCA can optimize its services and increase customer loyalty in the long run. In addition, further research is also needed to explore other factors that can affect customer satisfaction so that the strategies applied are more comprehensive and effective.

Recommendations

Based on the findings of this study, the following recommendations are made:

Continue to develop relational marketing strategy: BCA should continue to develop its relational marketing strategy to increase customer satisfaction. This can be done through effective communication, personalization of services, and creating positive experiences for customers.
Improve service experience: BCA should also improve its service experience to increase customer satisfaction. This can be done by providing fast and responsive delivery service, creating a welcoming and friendly environment, and providing personalized services.
Explore other factors that affect customer satisfaction: Further research is needed to explore other factors that can affect customer satisfaction. This can include product prices, ease of service access, technology used, and bank reputation in the eyes of customers.
Optimize services: BCA should optimize its services to increase customer satisfaction. This can be done by providing personalized services, creating positive experiences for customers, and improving the overall quality of services.

Limitations of the Study

This study has several limitations. Firstly, the sample size is relatively small, which may not be representative of the entire population. Secondly, the study only examines the influence of relational marketing and service experience on customer satisfaction, and does not explore other factors that may also affect customer satisfaction. Finally, the study is limited to the Medan Main Branch Office of BCA, and may not be generalizable to other branches or banks.

Future Research Directions

Future research should explore other factors that can affect customer satisfaction, such as product prices, ease of service access, technology used, and bank reputation in the eyes of customers. Additionally, research should be conducted to explore the effectiveness of relational marketing and service experience in increasing customer satisfaction in other contexts, such as retail banking or insurance.
Frequently Asked Questions (FAQs) about Relational Marketing and Service Experience

Q: What is relational marketing?

A: Relational marketing is a marketing strategy that focuses on developing long-term relationships with customers. It involves understanding and meeting the needs of customers better, through effective communication, personalization of services, and creating positive experiences for customers.

Q: What is service experience?

A: Service experience, also known as experiential marketing, focuses on how customers feel the services provided. It involves creating positive experiences for customers through fast and responsive delivery service, creating a welcoming and friendly environment, and providing personalized services.

Q: How do relational marketing and service experience affect customer satisfaction?

A: Relational marketing and service experience have a significant influence on customer satisfaction. By understanding the needs and preferences of customers, banks can provide personalized services that meet their needs. This can lead to increased customer satisfaction and loyalty.

Q: What are some examples of relational marketing and service experience?

A: Some examples of relational marketing and service experience include:

Providing personalized services, such as customized credit card offers
Creating a welcoming and friendly environment, such as a comfortable and clean branch office
Providing fast and responsive delivery service, such as same-day delivery of credit cards
Offering loyalty programs and rewards, such as points or cashback

Q: How can banks optimize their services to increase customer satisfaction?

A: Banks can optimize their services by providing personalized services, creating positive experiences for customers, and improving the overall quality of services. This can be done through effective communication, personalization of services, and creating a welcoming and friendly environment.

Q: What are some limitations of relational marketing and service experience?

A: Some limitations of relational marketing and service experience include:

The need for significant investment in resources and personnel to implement these strategies
The potential for high costs associated with providing personalized services and creating positive experiences for customers
The risk of over-reliance on these strategies, which may not be effective in all situations

Q: What are some future research directions for relational marketing and service experience?

A: Some future research directions for relational marketing and service experience include:

Exploring the effectiveness of relational marketing and service experience in other contexts, such as retail banking or insurance
Investigating the impact of relational marketing and service experience on customer loyalty and retention
Developing new strategies for implementing relational marketing and service experience in a cost-effective and efficient manner

Q: How can banks measure the effectiveness of relational marketing and service experience?

A: Banks can measure the effectiveness of relational marketing and service experience through various metrics, such as:

Customer satisfaction surveys and feedback
Net Promoter Score (NPS)
Customer retention rates
Customer acquisition costs

Q: What are some best practices for implementing relational marketing and service experience?

A: Some best practices for implementing relational marketing and service experience include:

Conducting customer research and analysis to understand customer needs and preferences
Developing a customer-centric strategy that prioritizes customer satisfaction and loyalty
Investing in resources and personnel to implement relational marketing and service experience strategies
Continuously monitoring and evaluating the effectiveness of relational marketing and service experience strategies.