Customer Relationship Marketing Research Articles

The Influence of Customer Relationship Marketing and Brand Image on Customer Loyalty with Customer Satisfaction as a Mediation Variable (Study on Starbucks Coffee Indonesia)

Changes in consumer behavior are an ongoing phenomenon and are very important in the world of business, marketing and economics. Consumer behavior has new habits and lifestyles which have made fans of coffee drinking culture popular among the public. The business opportunity to open a coffee shop is one of the growing businesses in Indonesia. The large number of coffee shops in Indonesia makes business competition increasingly fierce and having loyal customers is one of the most important company assets. Starbucks is one of the largest coffee shop brands in Indonesia which really pays attention to marketing strategy and focuses more on customer relationships, namely Customer Relationship Marketing (CRM). Apart from CRM, brand image and brand loyalty also play an important role in differentiating a company and are powerful marketing tools mediated by customer satisfaction. The sample used in this research was 210 taken by purposive sampling. The data obtained were analyzed using structural equation modeling (SEM) analysis with the help of the AMOS 24 application. The research results show that the influence of customer relationship marketing has a significant positive effect on customer loyalty and customer satisfaction. Brand image has an insignificant positive effect on customer loyalty, but has a significant effect on customer satisfaction. Customer satisfaction has a significant positive effect on customer loyalty.

EFEK STRATEGI CUSTOMER RELATIONSHIP MARKETING TERHADAP LOYALITAS PELANGGAN KLINIK GERASIA SUMBAWA BESAR

This research aims to examine the effect of customer relationship marketing strategies on customer loyalty at the Gerasia Clinic in Sumbawa Besar. This research uses an associative design which aims to measure the influence of the customer relationship marketing variable (X) on customer loyalty at the Gerasia Clinic in Sumbawa Besar variable (Y). The data used is quantitative data in the form of respondents' answers obtained directly using a questionnaire. The respondents in this research were 96 customers at the Gerasia Clinic in Sumbawa Besar and were selected using non-probability sampling in the form of accidental sampling. Data that has been collected using a questionnaire is processed using the SPSS application and then analyzed using simple linear regression analysis techniques, partial hypothesis testing (t test), and coefficient of determination test (R2). Based on the data analysis that has been carried out, the results obtained show that the customer relationship marketing strategy has a positive and significant effect on customer loyalty at the Gerasia Clinic in Sumbawa Besar. The ability of the customer relationship marketing variable to influence changes in customer loyalty variables at the Gerasia Clinic in Sumbawa Besar is 12.6% and is in the weak category, while the remaining 87.4% is influenced by other variables outside this research model, such as price, promotion and product and service quality.

The Effect of Customer Relationship Marketing and Trust on Customer Loyalty (Case Study on Jne Nusa Indah Customers Bengkulu City)


 
 
 
 This study aims to determine the effect of customer relationship marketing and trust on customer loyalty (case study on JNE Nusa Indah customers in Bengkulu City). This type of research uses quantitative descriptive research methods. The population in this study is customers of JNE Bengkulu City with a total of 110 respondents. The data collection method uses questionnaires and uses analytical techniques using multiple linear regression analysis tests and hypothesis tests, namely t tests and f tests. Based on the results of multiple linear regression, the form of the regression equation Y = 15.287 + 0.201 (X1) + 0.190 (X2) and the results of the t test and f test of this study can be concluded that customer relationship marketing has a significant effect on customer loyalty, this is evidenced by the results of the t test showing the value of thit>ttable (2.066> 2.002) and (sig a = 0.03 < 0.050). This means H_0 is rejected and H_a is accepted. Trust has a significant effect on customer loyalty, this is evidenced by the results of the t test showing the value of t_hit>t_table (2.055 > 2.002) and (sig α = 0.02 F_table, namely (50.277 > 2.69) and (sig α = 0.000 < 0.050). This means H_0 is rejected and H_a is accepted.
 
 
 

Determinants of Patient Loyalty in Inpatient Care Services in Mothers and Children's Hospital

The decrease in the number of patient visits indicates low satisfaction and loyalty. RSIA BUNDA Semarang has experienced a decline in inpatient visits in recent years. The research objective is to analyze the influence of customer value, relationship marketing, and customer experience on their satisfaction and loyalty. This is quantitative research with a cross-sectional approach. Data were collected by interviews using questionnaires with 244 respondents. Data analysis uses the Structural Equation Modeling (SEM) test to test the influence between variables. The research results show that patient loyalty is not influenced by satisfaction, but is directly influenced by relationship marketing and customer experience variables, while satisfaction is influenced by customer value and customer experience. Patient satisfaction is not proven to be a mediator between customer value, relationship marketing, and customer experience in influencing patient loyalty. Mapping patient characteristics is an important step in understanding patient needs so that they can provide a positive experience for the services they receive, including building good customer relationships to create perceptions of positive value and trust

Assessing the Impact of Communication on Customer Relationship Marketing: A Case Study of Mobile Telecom Companies

The long-term relationship between customers and companies is essential for desired business growth. Most cellular industries rely on different forms of communication and marketing to achieve desired levels of relationships with their customers. This study focused on establishing the general effect of communication on customer relationship marketing in different businesses or organizations. The mobile telecom industry of Greece was used as the case study. A cross-sectional survey design based on a quantitative methodology was used in the study. A well-designed questionnaire was utilized to collect quantitative data from 204 customers of different mobile telecom companies based in Kozani, Greece. Results showed that communication techniques improve the strength of relationships between customers and the business, improving business profitability. The results also showed that the approach of communication in a company plays a very important role in influencing the satisfaction levels of customers which in the long run enhances relationship marketing. The findings confirmed that customer relationships through communication and marketing are essential for the growth of the business through improved performance and profitability. Therefore, companies or companies need to employ the best communication techniques to achieve the desired relationship marketing and sustainable long-term relationships.

Customer Relationship Marketing, Customer Bonding, and Customer Satisfaction on Customer Loyalty in Telecommunication Companies

The telecommunications industry is one of the most competitive industries with high penetration of digital technology, faster availability of data services, and innovations in telecommunications. The purpose of the present study is to empirically test a model that illustrates how customer relationship marketing (CRM) and customer bonding (CBD) affect customer loyalty (CLA) with customer satisfaction (CSA) as a mediating variable in the telecommunication company. A survey of the telecommunication customers was conducted with responses from 230 samples by maximizing the Partial-Least-Square Structural-Equation Modeling (PLS-SEM). The research results show that CRM and CBD are inferred to impact CLA and mediate CSA significantly. Compared to CRM, CBD has emerged as the most influential determinant of the proposed model. Marketing managers can adopt relevant business strategies and promote customer relationship marketing and customer bonding to achieve customer loyalty.

Pengaruh Digital Marketing dan Customer Relationship Marketing Terhadap Minat Berkunjung di Saung Angklung Udjo Bandung

This research is aimed to discover the Digital Marketing and Customer Relationship Marketing of Visit Interest at Saung Angklung Udjo Bandung. It applies quantitative methode with the use of descriptive and verificative analysis as wel as the path linear regression analysis technique. The variable that has been used in the research is the digital marketing (X1), customer reletionship (X2) variable itself that hypothetically will lead to a positive and significant effect on the visit interest. The sample and population of research are 100 respondents off all tourist who visit in Saung Angklung Udjo Bandung. The testing instrument result shows that the hypothetic statement above is valid 0,30 and also reliable because it’s over 0,70. The descriptive analysis of digital (X1) variable, which is on the average of 4,0 falls into “good category”, the descriptive analysis customer relationship marketing (X2) variable, which is on average of 4,0 falls into “good category”. Meanwhile visit interest (Y) variable which is on the average of 4,1, fall into “good category”. The result of verificative analysis depects tcount 2,577 (X1), is higher than ttable which is 1,6608 and Fcount is inferred 32,623 higher than Ftable which is 3,94 so overall those variable show positive and significant result partially and simultaneously. The total of Digital Marketing and Customer Relationship Marketing of Visit Interest (R2) or the coefficient of determination is as high as 0,402 (40,2%), with the rest of 0,598 (59,8%) is affected by other factors that are not studied and covered by this research.

The Influence of Customer Relationship Marketing and Service Quality on Customer Satisfaction with Brand Image as a Mediating Variable

The banking sector plays a crucial role in a country's economy, with numerous banks in Indonesia providing consumers with various choices for their financial needs. This research aims to analyze: 1) the impact of customer relationship marketing on customer satisfaction, 2) service quality's influence on customer satisfaction mediated by brand image, 3) the link between customer relationship marketing and brand image, 4) the connection between service quality and brand image, 5) brand image's effect on customer satisfaction, 6) customer relationship marketing's indirect impact on customer satisfaction via brand image, and 7) service quality's indirect effect on customer satisfaction through brand image. This quantitative descriptive study involved 80 respondents and used SPSS 24 for analysis. The results revealed that: (1) Customer Relationship Marketing positively influences customer satisfaction, (2) service quality positively affects customer satisfaction through brand image mediation, (3) Customer Relationship Marketing has a positive impact on brand image, (4) service quality positively influences brand image, (5) brand image positively affects customer satisfaction, (6) Customer Relationship Marketing indirectly influences customer satisfaction through brand image mediation, and (7) service quality indirectly impacts customer satisfaction through brand image mediation. All variables in the study demonstrated a positive and significant influence, confirming their validity.

Effects of Relationship Marketing on Organizational Performance in The Nigerian Telecommunication Industry. A Case of Airtel Telecommunication Company in Nigeria

In the current business world, organizational performance depends on identifying, attracting, acquiring and maintaining customers in the highly intensive competitive environment. This study identifies how organizational performance can be enhanced through customer relationship marketing capabilities. Population of this research was Airtel Telecommunication Company in the South-western part of Nigeria. Population of this research consists mainly of customers of Airtel Telecommunication Company in the South-western part of Nigeria. The data collection was done through the distribution of online and offline questionnaires on organizational performance and competition intensity. Logistic regression analysis test was used for further analysis. Findings revealed that good relationship with their customers, help the organizations to enhance their profitability and get the competitive advantage in the market place. This paper will enable organizations (especially organizations in the telecommunications sector) to understand and use their customers relation marketing capabilities in a good way.

Bank-Customer Relationship and Performance of Selected DMBs in Imo State, Nigeria

The concern of this study was to empirically investigate the relationship between bank -customer relationship marketing and performance of selected money deposit banks in Imo State, Nigeria. Emphasis was on determining the extent to which relationship identification, establishment, maintenance, enhancement, modification and termination have impacted on deposit money banks returns on equity and assets in Nigeria while adopting stakeholders’ theory of relationship marketing. Data for the study were primarily sourced using structured research questionnaires. These generated data were quantified using 5-point likert scale of strongly agreed, agreed, neutral, disagreed and strongly disagreed. These generated data were analyzed using Ordinary Least Square (OLS) multiple regression technique. The analyses covered demographic analysis, descriptive analysis, correlation analysis, regression analysis, F-test, t-test, R2 -test and diagnostic tests. SPSS statistical software was used to carry out these analyses. Specifically, results from these robust analyses revealed that identification, establishment, maintenance, enhancement, modification and termination of bank-customer relationship have positive and significant impacts on deposit money banks’ return on equity (ROE); relationship identification, establishment, maintenance and modification also have positive significant effects on return on assets (ROA) of deposit money banks in Nigeria; relationship enhancement has a negative insignificant impact on the ROA of deposit money banks in the country; the impact of relationship termination is positive but insignificant; and these measures of identification, establishment, maintenance, enhancement, modification and termination have joint significant impacts of 93.4% and 79.1% on ROE and ROA of deposit money banks in Nigeria. Hence, there is need for high level of professionalism in the recruitment process of bank staff in this part of the world, as the corner

Risk Analysis and Crisis Management: A Proactive Approach to Overcoming Business Uncertainty

A crisis is a rumor, event and information that has an impact on the good name, image and trustworthiness of a company. In fact, the crisis that occurred did not only impact large companies, but small businesses were one of the groups most affected by the Covid-19 pandemic crisis. Therefore, all parties, both individuals and companies, must be prepared to face a crisis. Crisis management is defined as a set of factors created as a tool to eradicate a crisis and reduce the potential damage resulting from the crisis. This research aims to find out how a business is able to survive, what strategies are prepared to overcome uncertainty in business. This research uses a qualitative descriptive method using a case study method which seeks to understand the whole and in depth of a case, data collection methods using literature studies sourced from journals or other online media. The results of this research are that UMKM business actors survive by using several strategies such as utilizing digital technology, improving product and service quality, pricing and customer relationship marketing. Large business players use strategy by forming a management team, identifying, analyzing, developing planning, communication and evaluation methods.

Effect of Company Reputation and Customer Relationship Marketing Towards Telkomsel Customer Loyalty in Salatiga City

This research aimed to investigate the effect of company reputation and customer relationship marketing towards Telkomsel customer loyalty in Salatiga City. This study used word-of-mouth marketing variables and structural equation modelling (SEM) as an analysis to test 5 hypotheses. This research was followed by 160 respondents who were users of Telkomsel cellphone card in Salatiga City. This research showed that company reputation and customer relationship marketing significantly affected customer loyalty using Telkomsel cellphone card in Salatiga city. Company reputation significantly affect the word of mouth, but word of mouth did not significantly affect towards customer relationship marketing and customer royalty. Therefore, word of mouth could not mediate company reputation and customer relationship marketing towards Telkomsel customer loyalty in Salatiga city. Further research must examine other cellphone card users to provide new results because the results of this study cannot be representative of all cellphone card operators.

The Influence of Service Quality and Customer Relationship Marketing on Customer Loyalty Using Trust as a Mediation Variable in the Village Credit Institution (LPD) of Customary Village

This study aims to determine the effect of service quality and customer relationship marketing on customer loyalty with trust as a mediating variable. This research was conducted at the Kerobokan Customary Village LPD. The population in this study were all customers of the Kerobokan Customary Village LPD with a total of 26,768 people. The sample is determined using the slovin formula with a total sample of 100 samples. Collecting data in this study using questionnaires with data analysis techniques is SEM-PLS. The results of this study indicate that 1. E-service quality has a positive effect on customer loyalty. 2. Customer relationship marketing has a positive and significant effect on customer loyalty. 3. Trust has a positive and significant effect on customer loyalty. 4. Service quality has a positive and significant effect on trust. 5. Customer relationship marketing has a positive and significant effect on trust. 6. Trust is able to mediate the effect of service quality on customer loyalty. 7.Trust is able to mediate the influence of customer relationship marketing on customer loyalty.

Analysis of the Effect of Customer Relationship Marketing Program on Customer Retention with Customer Satisfaction As Mediating Variable in CV Vapor City Semarang

This study aims to analyze the influence of customer relationship marketing program and customer retention through customer satisfaction in CV Vapor City offering marketing services and retailing. The study addressed all customers of CV Vapor City and took 150 people as the respondents. A questionnaire with close ended questioned forming in 5-poin Liket scale was distributed to the respondents using google form. Using multiple regression analysis, the results conclude that customer relationship marketing programs have positive and significant effect on customer satisfaction and customer satisfaction has positive and significant effect on customer retention. Sobel test proved that customer satisfaction mediates the influence of customer relationship marketing program on customer retention. The model was good and fit. CV Vapor City can thus continue its relationship marketing programs and increase skill and attitude of the employees in serving the customers.

Strategic Factors Influencing Banking Sector Competitiveness in Rwanda. A Case Study of Bank of Kigali, Rwanda

Several financial institutions in Rwanda have closed as a result of the current economic crisis, making it difficult to conduct this research. A country's economic well-being particularly that of Rwanda, hinges on the strength of its banking system. The purpose of this study is to investigate the strategic factors that contribute to the competitiveness of the banking industry in Rwanda. These factors include strategic product accessibility, strategic customer relationship marketing, strategic leadership, and strategic technology adoption. A cross-sectional survey design was used as the research methodology for this study. Bank of Kigali's current staff of 150 employees served as the sample population. Respondents were requested to fill out questionnaires and interview schedules, which provided the bulk of the study's data. These were the study's primary data collection points. Secondary sources, such as the National Bank of Rwanda's yearly reports, were also consulted for this study. Analysis of the collected data was carried out using SPSS. Thematic analysis was used to examine qualitative data, and the findings were presented in narrative format together with direct quotations from respondents. The study results reveals that It is evident that holding strategic products accessibility, strategic customer relationship marketing, strategic leadership and strategic technology adoption to a constant zero, banking sector competitiveness in Rwanda would be at 0.421. In Addition, any unit increase on strategic products accessibility would increase banking sector competitiveness in Rwanda by a factor of 0.224. Any unit increase in strategic customer relationship marketing would increase banking sector competitiveness in Rwanda by a factor of 0.222. Any unit increase in strategic leadership would increase banking sector competitiveness in Rwanda by a factor of 0.359. Lastly any unit in strategic technology adoption would increase in banking sector competitiveness in Rwanda by a factor of 0.304. Therefore, commercial banks are encouraged to consistently work to improve their strategic leadership, planning, creativity, technological proficiency, and human resource competence. This may be achieved by effective and proactive leadership, strategic planning, the use of cutting-edge technology, an innovative spirit, and strong adherence to employee training and development. To guarantee the commercial banks' long-term existence and stakeholder satisfaction, more study is needed on how the National Bank of Rwanda may improve its oversight and regulatory role. Keywords: Strategic Factors, Banking Sector, Competitiveness, Performance, strategic product accessibility, strategic customer relationship marketing, strategic leadership, and strategic technology adoption

Banking Customer Loyalty: Unveiling the Role of Customer Relationship Marketing and Customer Value

This study examines the effect of Customer Relationship Marketing and customer value on customer loyalty at PT. Bank BRI Unit Mamajang KC. Makassar, Sumba Opu. In this study, a sample of 100 respondents was used, namely BRI Bank Makassar Unit Mamajang Branch customers. This study uses primary data by conducting direct research in the field by giving questionnaires/question sheets to respondents. Data analysis used data quality tests, classical assumption tests, multiple linear regression analyses, partial tests, simultaneous tests, dominant tests, and determination tests. The results showed that: the variable Customer Relationship Marketing and customer value has a direction of influence that is in the same direction as customer loyalty. Every time there is an increase in the provision of Customer Relationship Marketing and customer value will have an impact on increasing customer loyalty. Customer Relationship Marketing variables and customer value significantly influence customer loyalty. This indicates that Customer Relationship Marketing is a determining factor for whether or not a customer is loyal.

Influence Of Relationship Marketing On Customers’ Loyalty Among Solar Power Consumers In Ekiti State, Nigeria

The study investigated the effect of Customers Relationship Marketing on Customers’ Loyalty among Solar Power Consumers in Ekiti State, Nigeria. The study employed simple linear regression. The research findings revealed that customer loyalty is being explained by customer relationship marketing dimensions (commitment, trust and Customers’ complaint handling) to the tune of 60%, 68% and 91% respectively. The null hypotheses that relationship marketing components do not significantly affect customers’ loyalty were tested and rejected, their P-Values having been found significant at 0.05 level of significance. Thus, the alternative hypotheses were upheld. The study therefore recommends that solar power firms need to maintain a definite strategic plan to maintain customers’ trust, commitment and company’s customers’ complaint handling system as well as to show more care and concern when relating to their customers as all these give the consumers a sense of assurance and honor as revealed by the study.

Government Policy Strategy towards Empowering MSMEs in the Covid-19 Pandemic at the Bulak Fish Market Center, Surabaya City

The Covid-19 pandemic has greatly impacted the economy of MSMEs, and implementing economic recovery strategies is essential in mitigating its effects. Economic recovery efforts should focus on improving welfare measures for people and nations, leading to international economic recovery. Starting at the micro level and moving up to the macro level is crucial in ensuring that the recovery efforts benefit all levels of the economy. The Bulak Fish Market Center is a vital hub for MSMEs dealing with fish and other natural resources, sourced from the sea. The pandemic has led to reduced jobs, production, and income for MSMEs, underscoring the need for effective government policies to support their growth and development. This study seeks to examine the impact of government policies aimed at empowering MSMEs and fostering business development strategies, particularly in the digitalization era, at the Bulak Market Center in Surabaya City. Business development aspects such as digital marketing, product and service quality assurance, and customer relationship marketing were analyzed using qualitative research methods such as observations, interviews, documentation, and analysis of previous studies. The results indicate that government policies intended to support economic recovery through MSMEs are not fully implemented at the Bulak Fish Market Center. The research findings can provide valuable insights to the government to evaluate the effectiveness of their policies and educate readers who are pursuing similar businesses. However, it should be noted that the research only focused on one object, and further research is necessary to generalize the findings to a wider population

Customer Loyalty and Relationship Marketing in the Nepalese Telecommunications Sector

RM (Relationship Marketing) and CL (Customer Loyalty) have attracted a great deal of academic and professional attention over the past few decades. RM became a key trend in the marketing and management industries. Mobile communications networks have been a prominent infrastructure driving substantial economic growth in developing countries like Nepal. This study investigated CRM (Customer Relationship Marketing) and CL in the telecommunication industry in Nepal. A descriptive and causal-comparative research design has been adopted for this study as it seeks to identify the key variables of CRM and CL in the telecommunication industry in Nepal. Using survey methods, structured questionnaires with a five-point Likert scale on each dependent and independent variable were administered to obtain responses from mobile users. In this study, quantitative techniques have been used to analyze primary data collected through a survey. This study found a positive relationship between CL and its variables trust, communication, commitment, and conflict handling. Trust and commitment were the primary factors of CL in RM in the Nepalese telecom industry, with varied effects according to the measures of CL.

Determination of Loyalty Through Mediation of Patient Satisfaction at Indriati Boyolali Hospital

This study aims to reveal the influence between CRM, SST, customer satisfaction and loyalty variables with the mediation of patient satisfaction in outpatients of Indriati Boyolali Hospital. This research used a quantitative descriptive approach—data collection using questionnaires, observations and documentation. The research location was Indriati Boyolali Hospital which is located at Jl. Raya Boyolali-Semarang No.KM. 02, Mojosngopermai, Mojosongo, Boyolali District, Boyolali Regency, Central Java. In conducting this study, the time needed was six months, and the sample of respondents was 230 outpatients at Indriati Boyolali Hospital. Some of the following conclusions Customer relationship marketing affects patient loyalty. Customer Relationship Marketing affected Patient Satisfaction. Self Service Technology affected Patient Loyalty, Self Service Technology affected Patient Satisfaction, Patient Satisfaction affected Patient Loyalty, and Patient Trust as an Intervening Variable did not affect patient loyalty. Customer Relationship Marketing affected patient commitment with patient satisfaction mediation. Self Service Technology affected patient loyalty with patient satisfaction mediation.