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This study aims to determine the implementation of the Customer Relationship Marketing (CRM) strategy in increasing Bank Bahteramas Customer Loyalty (CL) in Southeast Sulawesi. This research was conducted at 10 Bahteramas Bank Branch Offices in Southeast Sulawesi, namely; Kendari, Unaaha, Kolaka, Lasusua, Baubau, Raha, Wanci, Kasipute, Andoolo, Wanggudu. The sample in this study was 200 respondents who were distributed in all existing branch offices, where each branch office was taken, 20 respondents. The technique of determining the sample refers to the technique of accident sampling. This study uses multivariate regression. The results found that simultaneously CRM variables consisting of Bonding, Empathy, Reciprocity, Trust, and Commitment simultaneously had a significant effect on CL at Bahteramas Bank in Southeast Sulawesi. Then the partial test results (t-test) showed that: (1) Bonding as CRM strategy significantly influences on CL; (2) Empathy as CRM strategy has an insignificant effect on CL; (3) Reciprocal as CRM strategy has no significant effect on CL; (4) Trust as CRM strategy has a significant effect on CL; (5) Commitment as CRM strategy has a significant effect on CL.

This study aims to test the role of relationship marketing on customer loyalty. The research used a quantitative approach with the survey method. The population of the research is all customers of BRI Bank in Kendari City Indonesia, where the respondent in this research is 77 customer. The cross-sectional data were collected to measure each variable research. Analysis research used Partial Least Squared (PLS) to test the role of each relationship marketing variable in building customer loyalty. The results explained that;(a) communication has a significant role on trust; (b) handling problem has a non-significant role on trust; (c) communication has a significant role on commitment; (d) handling problem has a non-significant role to commitment; (e)trust has a significant role on commitment; (f) communication has a non-significant role on loyalty; (g) handling problem has a non-significant role on loyalty; (h)trust has a significant role to customer loyalty; and (i) commitment has a significant role on loyalty. This study also found that the problem handling variable has no role in building customer loyalty. This study concludes that the BRI Bank is still not good at handling problems with its customers and the variables of trust and commitment play a significant role in mediating the role of communication in building customer loyalty.