PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT, SERVICE QUALITY DAN CUSTOMER EXPERIENCE TERHADAP KEPUASAN DAN LOYALITAS NASABAH PADA BANK WAKAF MIKRO DI YOGYAKARTA

This study aims to explain the effect of Customer Relationship Marketing, Service Quality, Customer Experience on customer satisfaction and customer loyalty. The number of samples in this study were 107 customers at the Krapyak Mandiri Independent Micro Blessing Bank in Yogyakarta who paid without collateral. The data analysis method used is Structural Analysis Modeling (SEM). The results showed that Customer relationship marketing has a significant effect on customer satisfaction with a probability value of 0.043. Service Quality has a significant effect on customer satisfaction with a probability value of 0.002. Customer Experience has a significant effect on customer satisfaction with a probability value of 0,000. Customer Satisfaction has a significant effect on customer loyalty with a probability value of 0,000