CUSTOMER LOYALTY: IMPROVE CUSTOMER RELATIONSHIP MANAGEMENT THAT IMPACT THE CUSTOMER SATISFACTION

Muh. Shadri Kahar Muang; Edi Indra Setiawan; Rikal Fajar Masati

doi:10.24256/alw.v5i1.1563

Authors

Muh. Shadri Kahar Muang Sharia Business Management, Faculty of Islamic Business & Economics, IAIN Palopo, Indonesia
Edi Indra Setiawan Sharia Business Management, Faculty of Islamic Business & Economics, IAIN Palopo, Indonesia
Rikal Fajar Masati Sharia Business Management, Faculty of Islamic Business & Economics, IAIN Palopo, Indonesia

DOI:

https://doi.org/10.24256/alw.v5i1.1563

Keywords:

customer relationship management, customer satisfaction, customer loyalty

Abstract

This study aims to determine theÂ effect ofÂ customer relationship management consisting of people, processes, on customer satisfaction and loyaltyÂ in Palopo CityÂ .Â This study uses a quantitative research approach byÂ examining specific populations or samples, sampling techniques are generally carried out randomly, collecting data using research instruments, statistical data analysis with the aim of testing hypotheses that have been setÂ usingÂ Smart PLSÂ 3.2.8Â softwareÂ .Â The results showed that theÂ customer relationship managementÂ variableÂ which consists of people, processes, and technology has a positive and significant impact on customer satisfaction.Â Customer relationship managementÂ consisting of people, processes, and technology has a positive and significant influence on customer loyalty, while satisfaction has a positive but not significant effect on customer loyalty.Â The indirect effectÂ (mediation)Â shows that satisfaction can mediate the influence ofÂ customer relationship managementÂ consisting of people, processes, and technology on customer loyalty.

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