Strengthening Customer Loyalty: The Role of Customer Relationship Management and Satisfaction
DOI:
https://doi.org/10.30872/miceb.v7i1.15552Keywords:
Customer Relationship Management, Customer Satisfaction, Customer LoyaltyAbstract
Increasingly fierce competition in the banking industry requires banks to strengthen their customer relationship strategies in order to create long-term loyalty. This study aims to analyze the role of Customer Relationship Management (CRM) and customer satisfaction in strengthening customer loyalty. The research method used is quantitative. The sampling technique used is SAMPLS, and 190 customers of Bank Panin Semarang were obtained. The results show that CRM has a positive and significant effect on customer satisfaction and loyalty. Furthermore, customer satisfaction was found to mediate the relationship between CRM and customer loyalty. This indicates that the implementation of more effective CRM will increase customer satisfaction levels, and this increase in satisfaction will in turn contribute to the formation of stronger cutomer loyalty. These findings confirm that CRM not only has a direct impact on loyalty, but also has an indirect impact through increased satisfaction. Thus, the optimal implmentation of CRM, which is reflected in personalized, fast, and responsive services, is a strategic factor in strengthening customer loyalty and maintaining Bank Panin's competitiveness in a sustainable manner
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