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The Effect of Customer Relationship Management (CRM) on Customer Loyalty with Satisfaction as a Mediating Variable at BRI Galunggung Branch

Year: 2025

Type: article

Abstract: The objective of this investigation is to investigate the impact of consumer Relationship Management (CRM) affects consumer loyalty, using customer satisfaction as a mediating variable. Quantitative methods are used in this study. The study's data are primary data collected by a questionnaire (questionnaire) with a measuring scale, namely the Likert scale. This study employed a sample size of 100 people. This analysis technique includes the results of instrument tests which comprise validity and reliability testing, traditional assumption tests that include normalcy, heteroscedasticity, and multicollinearity tests, statistical tests and path analysis tests. The findings revealed that customer relationship management has a positive and significant impact on customer satisfaction. Furthermore, customer satisfaction is proven to have a good impact on consumer loyalty.

Source: Formosa Journal of Multidisciplinary Research

DOI: 10.55927/fjmr.v4i4.160

Authors: Peter Remy Yosy Pasla, Reza Ingententa Sembiring, Santi Widyaningrum

Institution: Universitas Ma Chung

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4410062057

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