Analisis Sistematis Implementasi CRM dalam Meningkatkan Loyalitas Nasabah dan Penghimpunan Dana: Studi Literatur pada Bank BCA
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Abstract
Dalam menghadapi persaingan ketat di industri perbankan Indonesia dan perubahan perilaku nasabah di era digital, Bank Central Asia (BCA) dituntut untuk mengembangkan strategi Customer Relationship Management (CRM) yang efektif guna meningkatkan loyalitas nasabah dan penghimpunan dana. Penelitian ini bertujuan untuk menganalisis secara sistematis bagaimana implementasi CRM di Bank BCA berkontribusi terhadap peningkatan loyalitas nasabah dan pertumbuhan Dana Pihak Ketiga (DPK), serta memberikan rekomendasi strategis di era digital banking. Metode yang digunakan adalah systematic literature review dengan pendekatan mixed-method, mencakup meta-analisis terhadap 20 jurnal terindeks Scopus dan Sinta (2015–2023), serta studi komparatif dengan bank pesaing. Analisis dilakukan menggunakan Structural Equation Modeling (SEM) dan pendekatan Balanced Scorecard untuk menilai dampak CRM terhadap kinerja keuangan bank. Hasil penelitian menunjukkan bahwa strategi CRM berbasis personalisasi layanan, omnichannel, dan analitik data memberikan dampak positif terhadap retensi nasabah dan efisiensi penghimpunan dana. Penelitian ini juga menghasilkan model strategi CRM berbasis digital yang terintegrasi dengan teknologi AI dan big data. Temuan ini diharapkan dapat menjadi acuan praktis bagi pengembangan CRM di sektor perbankan serta memberikan kontribusi teoritis dalam pengembangan ilmu manajemen perbankan.
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