Customer Relationship Marketing Research Articles

Optimizing Customer Relationship Management with Surprise Program: A Quantitative Approach

This research explores the implementation of customer relationship marketing strategies through the a program launched by PT XYZ. The program was designed to enhance customer loyalty with personalized special offers and exclusive promotions. This study employs quantitative methods and the data were obtained from the analysis of company reports and customer demographics, geography, behaviour, and psychology. Using K-means clustering, this study analyses data collected from XYZ's CRM surprise program, focusing on customer interests in video, games, and music, as well as their payment methods (prepaid or postpaid). The findings reveal significant variations in digital content consumption between prepaid and postpaid users. This segmentation enables XYZ to tailor its service offerings more effectively. The study highlights the potential for increasing customer satisfaction and loyalty through personalized offers, underscoring the importance of behavioural and psychographic data in optimizing service delivery.

The Role of Trust and Word of Mouth as Mediating Variables in Building Customer Loyalty

This study aimed to examine the impact of customer relationship marketing on trust, word of mouth, and customer loyalty. It also sought to analyze the role of customer trust and word of mouth in mediating the influence of customer relationship marketing on customer loyalty at the Kenangan Coffee Shop in Malang City. The sample consisted of 140 customers of the Kenangan Coffee Shop in Malang City. Stratified random sampling was used to identify respondents. Structural Equation Modeling (SEM) was used to analyze data. The research results show that customer relationship marketing that focused on developing a service culture built customer trust at Kenangan Coffee Shop in Malang City. High levels of trust has the increases customer loyalty. By convincing others to choose a Kenangan Coffee Shop, word of mouth can also increase customer loyalty. Thus, this research further develops studies on customer loyalty, customer relationship marketing, and word of mouth. Keywords: customer relationship, trust, word of mouth, customer loyalty

The Influence of Digital Marketing and Brand Image on Customer Retention on Hospitality Practice with Customer Relationship Marketing (CRM) as a Mediator

In an increasingly advanced digital era, digital marketing, brand image, and customer relationship marketing have become important elements in a company's marketing strategy. This study aims to analyse the effect of digital marketing and brand image on customer retention at Prasi Hospitality, with customer relationship marketing as a mediating variable. This study involved 70 respondents who were selected using purposive sampling method. Data was collected through questionnaires. To test the hypothesis, data analysis was conducted using SEM-PLS technique using SmartPLS. The results showed that digital marketing and brand image directly have a positive effect on customer retention, and also have an indirect positive effect through customer relationship marketing. Customer relationship marketing can partially mediate the effect of digital marketing and brand image on customer retention. Digital marketing and brand image each have a positive effect on customer relationship marketing, which in turn also has a positive effect on customer retention. It is recommended to develop content that is interactive, provides a personalised experience, and is tailored to customer preferences.

The Role of Competitiveness in Mediating the Influence of Customer Relationship Marketing on the Marketing Performance of Fitness Plus Indonesia Ubud Branch

This study aims to analyze the influence of customer relationship marketing on marketing performance, examine the impact of customer relationship marketing on competitiveness, explore the influence of competitiveness on marketing performance, and examine the role of competitiveness mediation in the relationship between customer relationship marketing and marketing performance. The sampling method used is accidental sampling. The population of this study consisted of 1,741 employees at Fitness Plus Indonesia Ubud Branch, with 95 people selected as respondents. The data used in this study is quantitative data, obtained from primary data sources. Data analysis was carried out using the Partial Least Square (PLS) approach with SmartPLS software version 3.2.7. The results of the study showed that: 1) customer relationship marketing had a positive and significant effect on marketing performance, 2) customer relationship marketing had a positive and significant effect on competitiveness, 3) competitiveness had a positive and significant effect on marketing performance, and 4) competitiveness was able to mediate the influence of customer relationship marketing on marketing performance.

The Role of Competitive Advantage in Mediating the Influence of Customer Relationship Marketing on Marketing Performance at Atanaya Kuta Bali

This research aims to analyze the influence of customer relationship marketing on marketing performance, analyze the influence of customer relationship marketing on competitive advantage, analyze the influence of competitive advantage on marketing performance, and analyze the role of competitive advantage in mediating the influence of customer relationship marketing on marketing performance. The sampling technique uses a purposive sampling method. The population in this study was 72 employees at Atanaya Kuta Bali and 53 people were used as respondents using a purposive sampling technique, selecting samples using certain criteria. The type of data used in this research is quantitative data. The data source in this research is primary data. Data analysis in this research uses the Partial Least Square (PLS) approach using SmartPLS software, namely SmartPLS 3.2.7. The research results show that, 1) customer relationship marketing has a positive and significant effect on marketing performance, 2) customer relationship marketing has a positive and significant effect on competitive advantage, 3) competitive advantage has a positive and significant effect on marketing performance, and 4) competitive advantage is able to mediate the influence of customer relationship marketing on marketing performance. These results indicate that customer relationship marketing has an influence on marketing performance. This shows that to improve marketing performance, management at Atanaya Kuta Bali should maximize customer relationship marketing Keywords: Competitive Advantage, Customer Relationship Marketing, Marketing Performance

Shariah Compliance, Customer Relationship Marketing, and Loyalty in Islamic Banking: The Role of Customer Satisfaction

This research examines and determines the Influence of Shariah Compliance and Customer Relationship Marketing on Customer Loyalty in Islamic Banks, with Customer Satisfaction as a Moderating Variable. The research population consists of BSI Palu customers. Using a quantitative approach. Research data was collected through questionnaires and analyzed using SmartPLS Version 4. The sampling method was purposive sampling, with 100 selected respondents. The research findings indicate that Shariah Compliance has a significant positive relationship with Customer Loyalty, Customer Relationship Marketing has a significant positive relationship with Customer Loyalty, and Customer Satisfaction has a significant positive relationship with Customer Loyalty. However, Customer Satisfaction does not moderate the relationship between Shariah Compliance and customer loyalty, and Customer Satisfaction significantly weakens the relationship between Customer Relationship Marketing and customer loyalty.

The Influence of Service Quality and Customer Relationship Marketing on Tourist Loyalty with Trust as a Mediating Variable at Sana Vie Villa Seminyak

Sana Vie Villa Seminyak is a hotel industry that can contribute to the economy of the community in theSeminyak Traditional Village and its surroundings. The sustainability of Sana Vie Villa Seminyak cannot beseparated from the role of consumers or tourists who stay there, because consumers or tourists are the reasonwhy Sana Vie Villa Seminyak can continue to exist today. This research aims to determine the influence ofservice quality and customer relationship marketing on tourist loyalty with trust as a mediating variable. Thisresearch was conducted at Sana Vie Villa Seminyak. Samples were determined using the Slovin formula with asample size of 100 samples. Data collection in this research used questionnaires with the data analysistechnique SEM-PLS. The results of this research show that e-service quality has a positive effect on touristloyalty. Customer relationship marketing has a positive and significant effect on tourist loyalty. Trust has apositive and significant effect on tourist loyalty. service quality has a positive and significant effect on trust.Customer relationship marketing has a positive and significant effect on trust. Trust is able to mediate theinfluence of service quality on tourist loyalty. Trust is able to mediate the influence of customer relationshipmarketing on tourist loyalty.Keywords: Service Quality, Customer Relationship Marketing, Tourist Loyalty, Trust

The influence of product knowledge and customer relationship marketing on interest customer buy at PT. RHB Sekuritas Indonesia Medan

The influence of product knowledge and customer relationship marketing on interest customer buy at PT. RHB Sekuritas Indonesia Medan

Comparing and contrasting customer success management and relationship marketing

Comparing and contrasting customer success management and relationship marketing

PENGARUH CUSTOMER RELATIONSHIP MARKETING, PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KEJU PROCHIZ PADA PERUSAHAAN PT SINAR MAYURI KLUNGKUNG

Understanding customer behavior when it comes to making purchases is a crucial step in business success. It helps companies better comprehend the market, optimize marketing strategies, and maintain a competitive edge. Managing customer relationships, aligning prices with perceived value, and offering high-quality products all contribute to optimizing customer purchases. This study aims to determine the influence of Customer Relationship Marketing, Price Perception, and Product Quality on the Purchase Decision of Prochiz Cheese at PT Sinar Mayuri, as well as to establish which factor dominates in optimizing the purchase decisions of Prochiz Cheese at PT Sinar Mayuri. Sampling was conducted using a saturated sample consisting of 78 respondents. Data collection methods included observation, interviews, literature review, and questionnaires. The data analysis technique used was multiple linear regression analysis. The study's findings indicate that there is a significant partial and simultaneous influence between Customer Relationship Marketing, price perception, and product quality on the purchase decisions of Prochiz Cheese at PT Sinar Mayuri Klungkung.

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.

Culinary MSME Survival Strategy in Maintaining Their Existence During The Covid-19 Pandemic

This research is motivated by the covid-19 virus, which requires people to stay at home; of course, this impacts all industries, especially MSMEs in the culinary sector. The covid-19 pandemic has forced culinary businesses to adjust their strategies to continue to survive. The research aims to determine the impact of covid-19 on Culinary MSMEs and the use of customer relationship management (CRM)as a way for MSMEs to survive during the covid-19 pandemic. This type of research is field research with a qualitative descriptive approach. The data used was obtained from interviews with 10 MSME actors. The results of the study show that during the pandemic, culinary MSME actors in Barabai District experienced the impact of a lack of buyers, decreased income turnover, increased production of the main ingredients, experienced distribution obstacles, and decreased sales, so to survive, culinary MSME actors in Barabai District adopted a survival strategy by increasing improvements. Product and service quality, utilization of technology with digitalization schemes, and maximizing customer relationship marketing (CRM) 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.