Pengaruh Transparansi terhadap Kualitas Pelayanan Publik di Kantor Kecamatan Panyabungan Barat, Kabupaten Mandailing Natal

Abstract

This article aims to review and synthesize the literature on the relationship between Customer Relationship Management (CRM) and customer loyalty, with particular attention to the banking industry. Using a narrative literature review approach, this study examines theoretical and empirical findings published in academic journals and books relevant to CRM and customer loyalty, including studies set in PT Bank Mandiri (Persero) Tbk and other commercial banks. The review addresses the conceptualization of CRM, the construct of customer loyalty, and the mechanisms through which CRM shapes loyalty, including personalization, communication, responsiveness, trust, and customer satisfaction. Across the studies reviewed, CRM consistently shows a positive and significant relationship with customer loyalty in banking contexts, although the strength of this relationship is shaped by factors such as service quality, organizational culture, workforce competence, and the growing role of digital and electronic CRM. This review also identifies gaps in the literature, particularly the limited number of comparatives, branch-level studies in regional Indonesian banking contexts. The findings are intended to contribute theoretically to the CRM and customer loyalty literature and to offer practical guidance for banks, including PT Bank Mandiri (Persero) Tbk, in designing more effective CRM strategies to strengthen long-term customer relationships.