Effect of Customer Relationship Management on Customer Satisfaction and Loyalty at Pt. Harmoni Permata Gianyar, Bali

I Nyoman Hendra Laksmana,I Nengah Landra,IGA Eka Teja Kusuma

doi:10.15520/ijcrr/2018/9/03/470

Abstract

A highly competitive market makes companies need to maintain a positive relationship with their customers. A good CRM (customer relationship management) program will help the company to satisfy its customers. This research will explore various methods and techniques to build effective customer relationship management to satisfy customers. The purpose of this study is to examine the effectiveness of customer relationship management in maintaining and satisfying customers. This research shows that customer relationship management has a significant effect on customer satisfaction and loyalty. The variable also has a positive relationship. The company makes CRM as a capital to make customers more satisfied and stick with the company. This study concludes that CRM plays a major role in improving customer satisfaction, deep customer knowledge and customer loyalty. A better CRM will have clear information about what customers want, what their needs are, and what will make them more satisfied.

Highlights

A highly competitive market makes companies need to maintain a positive relationship with their customers
Hypothesis Testing Results: Hypothesis testing performed by bootstrapping ttest The results of hypothesis testing research can be presented in the following figure: From the table above, it can be determined the results of hypothesis testing described in the following description: Construct Customer Relationship Management (CRM) has a positive and significant impact on the satisfaction shown by the value of P-Value = 0.000
This proves that a good implementation of Customer Relationship Management (CRM) will increase customer satisfaction

Summary

Introduction

A highly competitive market makes companies need to maintain a positive relationship with their customers. A good CRM (customer relationship management) program will help the company to satisfy its customers. This research will explore various methods and techniques to build effective customer relationship management to satisfy customers. The purpose of this study is to examine the effectiveness of customer relationship management in maintaining and satisfying customers. This research shows that customer relationship management has a significant effect on customer satisfaction and loyalty. Create transactions to achieve marketing success but the company must establish relationships with customers for the creation of customer satisfaction and loyalty. I Nyoman Hendra Laksmana et al Effect of Customer Relationship Management on Customer Satisfaction and Loyalty at Pt. Harmoni Permata Gianyar, Bali inconsistent. Some empirical studies show a significant relationship between satisfaction and customer loyalty despite a positive relationship between customer satisfaction and loyalty but variants are described only with small value satisfaction (Kumar et al, 2013)

Objectives

Methods

Results

Discussion

Conclusion