Pemasaran Personalisasi: Pendekatan Tinjauan Literatur untuk Meningkatkan Pengalaman Pelanggan
DOI:
https://doi.org/10.37385/msej.v4i6.3804Keywords:
Personalisasi, Pengalaman Pelanggan, Loyalitas Pelanggan, Industri PerbankanAbstract
Tujuan dari penelitian ini adalah untuk mengeksplorasi efektivitas strategi personalisasi dalam meningkatkan pengalaman nasabah dan membangun loyalitas nasabah di Bank Kalbar. Penelitian ini menggunakan pendekatan tinjauan pustaka untuk mengumpulkan dan menganalisis penelitian yang relevan dan artikel akademis yang terkait dengan personalisasi di industri perbankan. Berbagai sumber, termasuk database ilmiah, jurnal, dan buku, digunakan untuk mendapatkan wawasan tentang implementasi dan dampak strategi personalisasi dalam konteks yang sama. Temuan menunjukkan bahwa pendekatan yang dipersonalisasi, seperti rekomendasi produk yang disesuaikan, komunikasi yang disesuaikan, dan layanan pelanggan yang proaktif, memiliki dampak positif yang signifikan terhadap kepuasan dan loyalitas pelanggan. Personalisasi menumbuhkan hubungan emosional dengan pelanggan, yang menghasilkan peningkatan advokasi merek dan bisnis yang berulang. Selain itu, personalisasi omni-channel dan analisis berbasis data memainkan peran penting dalam mengoptimalkan pengalaman pelanggan. Implikasi dari penelitian ini menunjukkan bahwa Bank Kalbar harus memprioritaskan penerapan strategi personalisasi untuk meningkatkan kepuasan pelanggan dan menumbuhkan loyalitas. Dengan memanfaatkan data dan wawasan nasabah, bank dapat menawarkan pengalaman yang disesuaikan, yang mengarah pada peningkatan keterlibatan dan retensi nasabah. Menerapkan program loyalitas yang dipersonalisasi dan inovasi yang berkelanjutan dalam personalisasi akan memungkinkan Bank Kalbar untuk membangun hubungan nasabah yang langgeng dan tetap kompetitif di industri perbankan.
References
Anshari, M., Almunawar, M. N., Lim, S. A., & Al-Mudimigh, A. (2019). Customer relationship management and big data enabled: Personalization & customization of services. Applied Computing and Informatics, 15(2), 94–101. https://doi.org/10.1016/j.aci.2018.05.004
Barbu, C. M., Florea, D. L., Dabija, D. C., & Barbu, M. C. R. (2021). Customer experience in fintech. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1415–1433. https://doi.org/10.3390/jtaer16050080
Becker, L., & Jaakkola, E. (2020). Customer experience: fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48(4), 630–648. https://doi.org/10.1007/s11747-019-00718-x
Bleier, A., Goldfarb, A., & Tucker, C. (2020). Consumer privacy and the future of data-based innovation and marketing. International Journal of Research in Marketing, 37(3), 466–480. https://doi.org/10.1016/j.ijresmar.2020.03.006
Bueno, E. V., Weber, T. B. B., Bomfim, E. L., & Kato, H. T. (2019). Measuring customer experience in service: A systematic review. Service Industries Journal, 39(11–12), 779–798. https://doi.org/10.1080/02642069.2018.1561873
Chandra, S., Verma, S., Lim, W. M., Kumar, S., & Donthu, N. (2022). Personalization in personalized marketing: Trends and ways forward. Psychology and Marketing, 39(8), 1529–1562. https://doi.org/10.1002/mar.21670
Chylinski, M., Heller, J., Hilken, T., Keeling, D. I., Mahr, D., & de Ruyter, K. (2020). Augmented reality marketing: A technology-enabled approach to situated customer experience. Australasian Marketing Journal, 28(4), 374–384. https://doi.org/10.1016/j.ausmj.2020.04.004
de Bellis, E., Hildebrand, C., Ito, K., Herrmann, A., & Schmitt, B. (2019). Personalizing the Customization Experience: A Matching Theory of Mass Customization Interfaces and Cultural Information Processing. Journal of Marketing Research, 56(6), 1050–1065. https://doi.org/10.1177/0022243719867698
Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2019). The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of Business Research, 100(October 2018), 547–560. https://doi.org/10.1016/j.jbusres.2018.10.050
Gilboa, S., Seger-Guttmann, T., & Mimran, O. (2019). The unique role of relationship marketing in small businesses’ customer experience. Journal of Retailing and Consumer Services, 51(May), 152–164. https://doi.org/10.1016/j.jretconser.2019.06.004
Godovykh, M., & Tasci, A. D. A. (2020). Customer experience in tourism: A review of definitions, components, and measurements. Tourism Management Perspectives, 35, 1–10. https://doi.org/10.1016/j.tmp.2020.100694
Grewal, D., Hulland, J., Kopalle, P. K., & Karahanna, E. (2020). The future of technology and marketing: a multidisciplinary perspective. Journal of the Academy of Marketing Science, 48(1), 1–8. https://doi.org/10.1007/s11747-019-00711-4
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Holmlund, M., Van Vaerenbergh, Y., Ciuchita, R., Ravald, A., Sarantopoulos, P., Ordenes, F. V., & Zaki, M. (2020). Customer experience management in the age of big data analytics: A strategic framework. Journal of Business Research, 116(February 2019), 356–365. https://doi.org/10.1016/j.jbusres.2020.01.022
Hoyer, W. D., Kroschke, M., Schmitt, B., Kraume, K., & Shankar, V. (2020). Transforming the Customer Experience Through New Technologies. Journal of Interactive Marketing, 51, 57–71. https://doi.org/10.1016/j.intmar.2020.04.001
Koch, J., Frommeyer, B., & Schewe, G. (2020). Online shopping motives during the COVID-19 pandemic—lessons from the crisis. Sustainability (Switzerland), 12(24), 1–20. https://doi.org/10.3390/su122410247
Kotras, B. (2020). Mass personalization: Predictive marketing algorithms and the reshaping of consumer knowledge. Big Data and Society, 7(2). https://doi.org/10.1177/2053951720951581
L?z?roiu, G., Neguri??, O., Grecu, I., Grecu, G., & Mitran, P. C. (2020). Consumers’ Decision-Making Process on Social Commerce Platforms: Online Trust, Perceived Risk, and Purchase Intentions. Frontiers in Psychology, 11(May), 1–7. https://doi.org/10.3389/fpsyg.2020.00890
Mosa, R. A. (2022). The Influence of E-Customer Relationship Management on Customer Experience in E-Banking Service. International Journal of Academic Research in Business and Social Sciences, 12(2), 193–215. https://doi.org/10.6007/ijarbss/v12-i2/12195
Pan, Q., & Yang, G. (2022). Application of mining algorithm in personalized Internet marketing strategy in massive data environment. Journal of Intelligent Systems, 31(1), 237–244. https://doi.org/10.1515/jisys-2022-0014
Pei, X. L., Guo, J. N., Wu, T. J., Zhou, W. X., & Yeh, S. P. (2020). Does the effect of customer experience on customer satisfaction create a sustainable competitive advantage? A comparative study of different shopping situations. Sustainability (Switzerland), 12(18), 1–19. https://doi.org/10.3390/SU12187436
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6). https://doi.org/10.1016/j.heliyon.2020.e04284
Rahimian, S., Shamizanjani, M., Manian, A., Rahim, M., & Assistant, E. (2020). Developing a Customer Experience Management Framework in Hoteling Industry: A Systematic Review of Theoretical Foundations. Journal of Business Management, 12(3), 523–547. https://doi.org/10.22059/jibm.2020.292231.3718
Riduwan. (2018). Menyusun Metodologi Penelitian.
Riegger, A. S., Klein, J. F., Merfeld, K., & Henkel, S. (2021). Technology-enabled personalization in retail stores: Understanding drivers and barriers. Journal of Business Research, 123, 140–155. https://doi.org/10.1016/j.jbusres.2020.09.039
Roy, S. K., Gruner, R. L., & Guo, J. (2022). Exploring customer experience, commitment, and engagement behaviours. Journal of Strategic Marketing, 30(1), 45–68. https://doi.org/10.1080/0965254X.2019.1642937
Solihin, D. (2020). Pengaruh Kepercayaan Pelanggan Dan Promosi Terhadap Keputusan Pembelian Konsumen Pada Online Shop Mikaylaku Dengan Minat Beli Sebagai Variabel Intervening. Jurnal Mandiri?: Ilmu Pengetahuan, Seni, Dan Teknologi, 4(1), 38–51. https://doi.org/10.33753/mandiri.v4i1.99
Sugiyono. (2019). Metodologi Penelitian.
Vakulenko, Y., Shams, P., Hellström, D., & Hjort, K. (2019). Online retail experience and customer satisfaction: the mediating role of last mile delivery. International Review of Retail, Distribution and Consumer Research, 29(3), 306–320. https://doi.org/10.1080/09593969.2019.1598466
Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability (Switzerland), 13(1), 1–18. https://doi.org/10.3390/su13010189
Zaid, S., & Patwayati, P. (2021). Impact of Customer Experience and Customer Engagement on Satisfaction and Loyalty: A Case Study in Indonesia. Journal of Asian Finance, Economics and Business, 8(4), 983–992. https://doi.org/10.13106/jafeb.2021.vol8.no4.0983
Template
