The Influence of Customer Relationship Management on Customer’s Loyalty through the Customer’s Satisfaction at the Cellular Telecommunication Industry (Telkomsel) in Makassar, Indonesia

Abstract

Companies utilize Customer Relationship Management (CRM) to establish relationships with customers that are expected to increase customer satisfaction that will create loyal customers. This study aims to know there is a significant influence variable Customer Relationship Management consisting of human, process and technology together to customer loyalty and customer satisfaction, To know there is significant influence customer satisfaction to customer loyalty, To know the effect of variables Customer Relationship Management consisting of human, process and technology to customer loyalty with customer satisfaction as intervening variable. The research method used is path analysis method or commonly called path analysis with SPSS with a sample of 156 customers at PT. Telkomsel in Makassar. The results of this study indicate that there is a significant influence Customer Relationship Management variable consisting of human, process and technology together to customer loyalty and customer satisfaction, The results show that there is significant influence customer satisfaction on loyalty, But the variable Customer Relationship Management consisting From human, process and technology to loyalty there is no influence of customer satisfaction as intervening variable.