The Effect of Costumer Relationship Management to Costumer Loyalty: A Study Case in Indonesia
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 7
Abstract
COMPANY Z in Indonesia is a market leader in industrial chemicals that has implemented CRM program. The CRM model that has been run has never been evaluated at all to ascertain whether this marketing strategy can help improve corporate profits and customer loyalty. The research will be conducted by distributing questionnaires to 120 active customers from COMPANY Z who are engaged in electricity related industries then analyzed using partial least square method with the help of SmartPLS 2.0 program. The results of statistical analysis show that the overall of CRM variables ie process, technology, and human resources have a significant influence on customer satisfaction. Meanwhile, if seen the influence between CRM to customer loyalty then only technology variables alone have a significant influence, while the process variable and human resources are not significant. Customer satisfaction is also found to have a significant relationship to customer loyalty. Managerial implications and improvement suggestions for COMPANY Z have also been described at the end of this section of the study.
Authors and Affiliations
Inamullah Alfian Nugraha, Arman Hakim Nasution
Keywords
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- EP ID EP412240
- DOI 10.9790/487X-2007072731.
- Views 55
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