SUMMARY
HENNY SARASWATI. The Influence of Debtor Satisfaction to Cross Selling and Recommending. Supervised by E. GUMBIRA SAID (ALM), NOER AZAM ACHSANI, and KIRBRANDOKO.
Lending function plays an important role as a major source of bank operational income. Kredit Modal Kerja (KMK) product, which is a kind of productive credit, have the highest proportion of lending by PT BCA, Tbk KCU City Tower. In this case the individual debtor is a potential target to offer other products and do recommendation to their collages.
This aims of this study to analyze relationship between satisfaction and KMK debtor segment, the influence of satisfaction to cross selling and recomending, and recommends strategies businesses plan for the management.
Research carried out on 93 responden of KMK individual debtor. The descriptive statistics, cross tabulation method, and regression used to analyze the debtor respon. The results showed that the profile of the respondents consisted of 70% of male and 30% of female with age range between 27-82 years. Low credit segment have higher average score on reliability and responsiveness. High credit segment have higher average score on assurance, empathy, and tangible. High credit segment preffer to do cross selling, but not for recommendation.
The debtor satisfaction have significant relationship on cross selling (R²=10.2% on low credit segment and R²=19.2% on high credit segment) and also on recommendation (R²=57.9% on low credit segment and R²=69.0% on high credit segment). Debtor satisfaction is an important factor that should be noted because it has huge influence to customer loyalty. The relationship between the debtor and the bank should be built better to create sustainable long-term relationships.
Keywords: segment, satisfaction, cross selling
