The Mediating Effect of Customer Relationship Management on Trust and Satisfaction Relationships (Survey of Credit Card Holder Customers in Indonesia)

Abstract

Indonesia's banking industry is growing increasingly, as evidenced by increased credit cardholders and transactions. However, there was an increase in consumer complaints about using credit cards. Analyzing the phenomenon, the research aims to study the effect of satisfaction, trust, and customer relationship management on commitment. Descriptive and verification research was conducted with 482 credit card holders in Indonesia with a valid questionnaire. The approach of the Structural Equation Model was conducted to analyze quantitative data from the questionnaire. The results found that the problem of customer relationship management can mediate the Relationship of trust and satisfaction to commitment. In addition, customer satisfaction is more important in implementing customer relation management than trust. Customer relationship management can be a full mediation variable between trust and satisfaction. The findings mean customer relationship management can be a mediation between trust and satisfaction. Innovation of the findings on the research model of customer relationship management mediation can be recommended in the banking industry to determine the marketing strategy through customer behavior.