The Power of CRM and Service Innovation Capabilities toward Agencies’ Sales Performance in Products Marketing

Authors

  • Komarudin Komarudin STMIK Mardira Indonesia, Bandung
  • Yani Restiani Widjaya Manajemen FE Universitas BSI

Keywords:

Customer Relationship Management, Service Innovation Capabilities, Agencies’ Sales Performance

Abstract

This study focuses on three variables that serve as a framework of thinking of Customer Relationship Management as independent variables, Service Innovation Capabilities and Agencies’ Sales Performance as a dependent variable. The object of the research is the marketing agency TIKI Bandung in Bandung Raya area with a sample of 32 marketing agencies. Data collection techniques using questionnaires and then processed with data analysis techniques structural equation modeling (SEM) using Smart PLS 3.0 software. The results in this study indicate the existence of positive and significant impact CRM and Innovation Capabilities to Sales Performance marketing agency.

Author Biographies

Komarudin Komarudin, STMIK Mardira Indonesia, Bandung

 

 

Yani Restiani Widjaya, Manajemen FE Universitas BSI

 

 

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Published

15.06.2018

How to Cite

Komarudin, K., & Widjaya, Y. R. (2018). The Power of CRM and Service Innovation Capabilities toward Agencies’ Sales Performance in Products Marketing. Jurnal Computech &Amp; Bisnis (e-Journal), 12(1), 73–84. Retrieved from https://jurnal.stmik-mi.ac.id/index.php/jcb/article/view/129