Abstract
This paper examined the impact of customer relationship management (CRM) elements on customer satisfaction and loyalty. CRM is an airline strategy for individualizing its service, creating better communication channels with customers, and ensuring customer satisfaction on loyalty. Four essential elements of CRM measured in this study: service quality, price fairness, perceived safety, and social media marketing. The study employed a quantitative approach and base on 178 respondents. Partial Least Square – Structural Equation Model (PLS-SEM) is used to examine the variables’ relationship. The finding shows that the respondent’s response is significantly related and contributes to customer satisfaction and loyalty expect for price fairness. By giving more discounts or promotions creates attention to the customer.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
