DRIVING CUSTOMER TRUST TROUGHT VALUE CREATION: THE STRATEGIC ROLES OF CRM, REPUTATION, AND CUSTOMER CHARACTERISTICS

Abstract

This study examines the effects of customer characteristics, bank reputation, and Customer Relationship Management (CRM) on customer value creation and its implications for customer trust at PT Bank Sulselbar. A quantitative approach with a descriptive-verificative design was employed using survey data from 300 productive debtors selected through proportionate stratified random sampling. Data were analyzed using Structural Equation Modeling (SEM). The results show that customer characteristics, bank reputation, and CRM significantly influence customer value creation, jointly explaining 76.98%, with customer characteristics emerging as the strongest predictor. Customer value creation also has a strong and significant positive effect on customer trust. These findings emphasize the importance of enhancing customer value through a better understanding of customer characteristics, effective CRM, and a strong bank reputation to strengthen customer trust in regional banking.