Determinants of Customer Engagement and Its Implications on Marketing Performance at National Private Commercial Banks in Jabodetabek

IF 2.1 Q3 BUSINESS

Journal of Entrepreneurship Pub Date : 2022-10-21 DOI:10.56943/joe.v1i4.190

M. Yusuf, N. Limakrisna, H. Muharam

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引用次数: 1

Abstract

This research was conducted to determine the effect of CRM capabilities, corporate image and pricing strategy on customer engagement and their impact on the marketing performance of national private commercial banks in DKI Jakarta simultaneously. This study aims to analyse the factors that influence the marketing performance of national private commercial banks in Jabodetabek. The type of research used in this research is causality research that wants to explain cause and effect relationships between research variables. The method used in this research is descriptive and verification. The unit of analysis in this research is the organization, called national private commercial bank in Jabodetabek, and the unit of observation is the Branch Manager or Relationship Manager who is involved in marketing activities for bank products and services, and is responsible for bank's marketing performance. The result of this research found that CRM capabilities, corporate image, pricing strategies and customer engagement is proven to have a positive and significant influence on marketing performance and customer engagement at National Private Commercial Bank in Jakarta and Jabodetabek.

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客户参与的决定因素及其对贾博德塔贝克国有私人商业银行营销绩效的影响

本研究旨在确定CRM能力、企业形象和定价策略对客户参与的影响，以及它们对DKI雅加达国有私人商业银行营销绩效的影响。本研究旨在分析影响贾伯德贝克国有私人商业银行营销绩效的因素。本研究中使用的研究类型是因果关系研究，想要解释研究变量之间的因果关系。本研究采用描述性和验证性的方法。本研究的分析单位是组织，在Jabodetabek中称为国家私人商业银行，观察单位是分行经理或关系经理，他们参与银行产品和服务的营销活动，对银行的营销绩效负责。本研究结果发现，CRM能力、企业形象、定价策略和客户参与被证明对雅加达和Jabodetabek国家私人商业银行的营销绩效和客户参与有显著的正向影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Entrepreneurship BUSINESS-

CiteScore

3.30

自引率

7.40%

发文量

期刊介绍： The Journal of Entrepreneurship is a multidisciplinary forum for the publication of articles and research and discussion of issues that bear upon and enfold the field of entrepreneurship. Topics appropriate and related to entrepreneurship include intrapreneurship, managership, organisational behaviour, leadership, motivation, training and ethical/ moral notions guiding entrepreneurial behaviour. Disciplinary boundaries that straddle entrepreneurship theory and research include economics, psychology, sociology, anthropology, history, management and others. The journal particularly welcomes articles that advance our understanding of entrepreneurship phenomenon across different national and cultural contexts. Articles should be well articulated and substantive. The journal is peer-reviewed.