Objective - The purpose of this research is to determine whether CRM (Customer Relationship Management) indicators, namely complaint resolution, customer orientation, customer empowerment and customer knowledge affect the loyalty of sharia bank customers in North Sumatra.

Methodology/Technique - The sample of this study is 120 Islamic banking customers in North Sumatra, namely customers at PT. BNI Syariah Tbk, PT. Bank Syariah Mandiri Tbk and PT. BRI Syariah Tbk. The analytical method used is multiple linear regression analysis.

Findings - The results of this study are as partial complaint resolution, customer orientation, customer empowerment and customer knowledge variables have a significant effect on customer loyalty in Islamic Banking in North Sumatra and the hypothesis is accepted. The better CRM that is owned and implemented by Islamic Banking in North Sumatra will have an effect on increasing customer loyalty. Simultaneously complaint resolution, customer orientation, customer empowerment and customer knowledge variables significantly influence customer loyalty in Islamic Banking in North Sumatra and the hypothesis is accepted.

Type of Paper - Empirical

Keywords: Customer Relationship Management, customer loyalty.

JEL Classification: M31, G21, M10

URI: http://gatrenterprise.com/GATRJournals/JMMR/vol5.1_8.html

DOI: https://doi.org/10.35609/jmmr.2020.5.1(8)

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