The Relationship Between Customer Relationship Management (CRM) and Employee Skills to Customer Satisfaction: Case Study at Micro Finance Department, BSN

Globalization and the high level of competition need the banking sector to increase their customer satisfaction for the continuity of business. The popular approach to ensure the customer satisfaction is by practicing the Customer Relationship Management (CRM). The purpose of this study is to identify the relationship and influence of CRM and employees' skills towards customer satisfaction in MFD, Bank Simpanan Nasional, Kota Bharu. This study carried out by covering 126 of customers who deal with MFD from various levels. The questionnaire is adapted from research done by Richard, J.E (2008) regarding on CRM and research done by Nick, Patrick (2008) regarding on customers' satisfaction. Mean, Standard Deviation, Pearson Correlation Coefficient and Linear Regression were used to achieve objectives of the study. The result from mean analysis shown that customer satisfaction levels on CRM were low compared to employees' skills. The result from Pearson Correlation
Coefficient shows that there is low positive significant relationship between employees' skills on customer satisfaction. While, the linear regression analysis shows that the CRM factor is the most influential factor (B = .386, p = .000) on customers' satisfaction in MFD, Bank Simpanan Nasional, Kota Bharu. This study proposes that MFD must review their CRM factor and employees' skills that possessed by their staff to improve customers' satisfaction.