Examining the Relevance of T-CRM and H-CRM for the Bank-Customer Partnership Quality and Willingness to Invest More

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Published: Sep 21, 2020
DOI: https://doi.org/10.18196/mb.11299
Keywords:
Customer Relationship Management (CRM), Technology-based CRM, Human-based CRM, Partnership Quality, Willingness to Invest More

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Ana Rimbasari
Departement of Magister Manajemen, STIE YKPN Yogyakarta, Yogyakarta
Nikodemus Hans Setiadi Wijaya
Departement of Magister Manajemen, STIE YKPN Yogyakarta, Yogyakarta

Abstract

The current study examines the use of technology and human in Customer Relationship Management (CRM), especially in the banking industry. We analysed whether human still plays a role in the relationship in this industry. The purpose of this work is to determine the role of technology (T-CRM) and human (H-CRM) in enhancing partnership quality and customer behaviour (i.e., willingness to invest more). We collected data by distributing online questionnaires. The respondents were the customers of Bank Mandiri, Bank Central Asia (BCA), and Bank Rakyat Indonesia (BRI), who have experienced in using both technology-based and human-based banking services.  A total of 161 responses were used in our data analysis. The results demonstrated that T-CRM and H-CRM had positive effects on partnership quality. It was found that partnership quality has a positive effect on willingness to invest more. This research advises that T-CRM is needed in the banking industry, but technology cannot replace the benefits of humans. Technology and people based relationship are both still needed to improve the relational quality between the service providers (banks) and their customers.

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How to Cite
Rimbasari, A., & Wijaya, N. H. S. (2020). Examining the Relevance of T-CRM and H-CRM for the Bank-Customer Partnership Quality and Willingness to Invest More. Jurnal Manajemen Bisnis, 11(2), 214–223. https://doi.org/10.18196/mb.11299
Issue
Vol. 11 No. 2: September 2020
Section
Articles

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Author Biographies

Ana Rimbasari, Departement of Magister Manajemen, STIE YKPN Yogyakarta, Yogyakarta

Ana Rimbasari, S.E., M.M. (STIE YKPN Yogyakarta) finished her master's degree from the Graduate Management Program at YKPN School of Business (STIE YKPN) in 2020. Her research interests are consumer involvement, Customer Relationship Management (CRM), and other topics within behavioral marketing. The research reported in this paper was conducted when she was studying in the graduate program as mentioned. E-mail: ana.rimbasari@gmail.com

Nikodemus Hans Setiadi Wijaya, Departement of Magister Manajemen, STIE YKPN Yogyakarta, Yogyakarta

Nikodemus Hans Setiadi Wijaya, Ph.D (National Cheng Kung University, Taiwan) is a faculty member in the Department of Management at YKPN School of Business (STIE YKPN) Yogyakarta, Indonesia. His research interests include personality, creativity, employee engagement, career management, cross-culture HRM practices, entrepreneurial interest, and behavioral marketing. He has authored or co-authored papers in International Journal of Manpower, Management Communication Quarterly, Problems and Perspectives in Management, and others. E-mail: niko.wijaya@stieykpn.ac.id

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