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The Role of Competitive Advantage Mediates the Influence of Customer Relationship Marketing on Marketing Performance (Case Study at Rural Bank in Bali, Indonesia)

Author

Listed:
  • I Made Astawa

    (Triatma Mulya University, Indonesia)

  • Luh Komang Candra Dewi

    (Triatma Mulya University, Indonesia)

  • Sourtua Marbun

    (Triatma Mulya University, Indonesia)

Abstract

This study aims to analyze the influence of customer relationship marketing on marketing performance with competitive advantage as a mediator. The sampling technique used is purposive sampling. The sample in this study was 53 employees at PT. BPR Bank Daerah Bangli (Perseroda). Data was obtained using a questionnaire. Data analysis in this study used the Partial Least Square (PLS). Results show CRM has a positive significant effect on marketing performance and also on competitive advantage. Competitive advantage has positive significant effects on marketing performance, and competitive advantage is proven as the mediator between CRM and marketing performance.

Suggested Citation

  • I Made Astawa & Luh Komang Candra Dewi & Sourtua Marbun, 2023. "The Role of Competitive Advantage Mediates the Influence of Customer Relationship Marketing on Marketing Performance (Case Study at Rural Bank in Bali, Indonesia)," European Journal of Business and Management Research, European Open Science, vol. 8(5), pages 62-68, September.
    • Handle: RePEc:epw:ejbmr0:v:8:y:2023:i:5:id:52130
    DOI: 10.24018/ejbmr.2023.8.5.2130
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