ANALYSIS CRM, KEPUASAN PELANGGAN DAN LOYALITAS PRODUK UKM BERBASIS BAHAN BAKU TERIGU DI JAWA TIMUR

Authors

  • Dzikiryati Yuni Ersi PT. Bogasari Jawa Timur Surabaya
  • Hatane Semuel Fakultas Ekonomi Universitas Kristen Petra Jl. Siwalankerto 121-131, Surabaya 60236

:

https://doi.org/10.9744/pemasaran.8.1.1-8

Keywords:

CRM, Satisfaction, Loyalty, SME

Abstract

Customer relationship management (CRM) is part of a marketing strategy to satisfy and maintain customer loyalty. CRM can be a stimulus to customer satisfaction and loyalty, that the right CRM impact on satisfaction and will affect customer loyalty. The study population is the whole wheat flour SME customers in East Java, and a sample of 139 SME owners were selected by convenience sampling technique, and the analysis technique used is model of Structural Equation Modeling (SEM). The research proves that CRM has a positive effect on customer satisfaction and satisfaction has a positive effect on loyalty. CRM does not have a direct influence on customer loyalty.

References

Coltman, Devinney, and Midgley. (2009). Customer Relationship Management and Firm Performance, School of Information Systems and Technology, University of Wollongong, North-fields Ave, Wollongong, N.S.W. 2522, Australia.

Ghozali, Imam. (2006). Structural Equation Modeling Metode Alternatif dengan Partial Least Square. Semarang: Badan Penerbit UNDIP

Giese, J.L. and J.A. Cote. (2000). “Defining Consumer Satisfaction”, Academy of Marketing Science Review, 1, 1-24.

Gordon, Ian. (2002). Best Practices: Customer Relationship Management. Ivey Business Journal.

Griffin, Jill. (2003). Customer loyalty. Jakarta: Erlang-ga.

Kotler, Philip,. Keller, Kevin Lane. (2009). Marketing Management 13th ed. Prentice Hall, Pearson Educational International.

Kotller, P. (2010). Manajemen Pemasaran di Indonesia: Analisis, Perencanaan, Implemenytasi dan Pengendalian. Salemba Empat, Jakarta.

Malhotra. (2005). Riset Penelitian. Jakarta: Gramedia Pustaka Utama.

Mousovian. (2011). CRM Application Impact on Customer Saisfaction in Financial and Credit Institutions (Case study: Financial and Credit Institutions in Guilan, Iran), Journal of Basic and Applied Scientific Research, J. Basic. Appl. Sci. Res., 1(8), 956-963

Padmavathy, Balaji, and Sivakumar. (2012). Measuring Effectiveness Of Customer Relationship management In Indian Retail Banks, International Journal of Bank Marketing, 30(4), 246-266.

Tjiptono, Fandy dan Gregorius Chandra. (2011). Service, Quality & Satisfaction. Edisi 3. Yogyakarta: ANDI.

Smith, M and Chang. (2010). Improving customer outcomes through the implementation of customer relationship management Evidence from Taiwan, Asian Review of Accounting, 18(3), 260-285

Stauss, B.. and Neuhaus, P. (1997). “The qualitative satisfaction model”, International Journal of Sevice Industry Management. 8(3), 236-49.

Sunny Hu, H.H., Huang, C.T., & Chen, P.T. (2010). Do reward programs truly build loyalty for lodging industry? International Journal of Hospitality Management, 29, 128–135.

Umar, Husein. (2003). Metode Riset Perilaku Organisasi. Jakarta: Gramedia.

Utami, W.C. (2010). Manajemen Ritel (Strategi dan implementasi ritel modern). Jakarta: Salemba Empat.

Zeithaml, V., Bitner, M., Gremler, D. (2009). Services marketing: integrating customer focus across the firm (5th ed.): McGraw-Hill.

Downloads

Published

2014-05-01

How to Cite

Ersi, D. Y., & Semuel, H. (2014). ANALYSIS CRM, KEPUASAN PELANGGAN DAN LOYALITAS PRODUK UKM BERBASIS BAHAN BAKU TERIGU DI JAWA TIMUR. Jurnal Manajemen Pemasaran, 8(1), 1-8. https://doi.org/10.9744/pemasaran.8.1.1-8

Issue

Section

Articles