effect of E-CRM on customer loyalty with customer satisfaction as a mediation variable

Abstract

This study aims to measure the effect of E-CRM on customer loyalty through customer satisfaction in 2021 by testing the variables of E-CRM, customer satisfaction, and customer loyalty using BNI Direct. The sample taken in this study amounted to 100 customers/debtors managed by BNI. Using PLS-SEM, the results show that the E-CRM variable contributes 58.7 % to BNI Direct customer satisfaction. This means that BNI Direct customer satisfaction can be explained through E-CRM activities carried out by BNI Direct. Furthermore, the variables of E-CRM and satisfaction contributed 67.6 % to BNI Direct customer loyalty substantially (powerfully). This means that BNI Direct customer loyalty can be explained through BNI Direct's E-CRM activities and the creation of customer satisfaction.

Model Analysis of the Mediation Effect of Customer Satisfaction on Customer Loyalty in Mitratel Companies: The Role of CRM and Company Reputation as Predictors

“…The established relationship must develop into customer satisfaction before leading to loyalty. This is in line with the research conducted by (Haudi et al, 2022), Kariman et al, 2022), (Kumar & Mokha, 2022), (Muhammad Rais, 2022), (Suwarno & Martini, 2021), which stated CRM does not directly influence customer loyalty, rather increases it when mediated by customer satisfaction. Practitioners must understand that more than CRM implementation is needed to guarantee high customer loyalty.…”

The impact of service innovation on customer satisfaction and customer loyalty: a case in Vietnamese retail banks

“…Pan et al [75], Quach et al [76] highlight the significance of reciprocity and customer-related elements, such as customer satisfaction, as antecedents to customer loyalty. Furthermore, upon examination of structural relationships, it becomes evident that customer satisfaction not only establishes a connection with customer loyalty but also functions as a mediator in the relationship between customer loyalty and other variables, including e-CRM, product and service quality [53,86]. So, this study proposed the hypothesis about the impact of customer satisfaction on customer loyalty as below:…”

Analisis Faktor yang Memengaruhi Customer Loyalty dengan Mediasi Customer Satifaction pada Perbankan

“…CRM ini sendiri merupakan sebuah alat yang sering sekali digunakan untuk menganalisis ekspetasi pelanggan, kebutuhan, hingga pola hidup pelanggan. Dengan adanya CRM ini perusahaan dapat membuat strategi yang cocok untuk berinteraksi serta membangun hubungan dengan pelanggan (Kariman et al, 2022).…”

“…Oleh sebab itu, dengan membangun relasi dan mengenal lebih dalam akan kebutuhan serta hal yang diminati ataupun memiliki satu pemikiran dengan nasabah dapat memuaskan hati nasabah yang akan berpengaruh pada kesetiaan konsumen. Hasil dari riset ini selaras dengan penelitian sebelumnya (Kariman et al, 2022;Khurniasari & Rahyadi, 2021;Lubis et al, 2021).…”