Abstract
This study aimed to determine the influence of Customer Relationship Management (CRM) which can be indicated as commitment, communication, and quality service, on customer loyalty through customer satisfaction. CRM acted as an independent variable in this study. The sample of this study included 94 respondents who were customers of PT Ritra Cargo Indonesia, Denpasar Branch. The data analysis technique used is path analysis. The result of this study indicated that the coefficient of determination was 0.651 which meant 65.1% of customer loyalty was influenced by CRM and customer satisfaction with a significance value of F (0,000) < α 0,05. This indicated that the effect of CRM on customer satisfaction was significant, the effect of satisfaction on customer loyalty was significant, and the effect of CRM on customer loyalty was significant. Keywords: customer relationship management (crm), customer satisfaction, customer loyalty
Highlights
The emergence of this study is based on a research gap regarding the impact of customer relationship management on customer satisfaction and customer loyalty which is not concluded yet
The result of this study indicated that the coefficient of determination was 0.651 which meant 65.1% of customer loyalty was influenced by Customer Relationship Management (CRM) and customer satisfaction with a significance value of F (0,000) < α 0,05
The research by Damayanti (2018) showed that in the case of PT Nasmoco Abadi Motor Karanganyar, the customer loyalty variable could be explained by the CRM variable through the customer satisfaction variable
Summary
The emergence of this study is based on a research gap regarding the impact of customer relationship management on customer satisfaction and customer loyalty which is not concluded yet. Pradana (2018) concluded that CRM had a negative and insignificant effect on customer satisfaction and loyalty. The decline in the number of Ritra Cargo Denpasar’s export shipments in 2016 2019 was accompanied by a decrease in the number of cargo service customers (Figure 3)
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