The Effects of Customer Relationship Management and Service Quality to Build Customer Loyalty Through Satisfaction ( A Case Study on Indihome User at Universitas Andalas )

Monica, Astika Putri (2019) The Effects of Customer Relationship Management and Service Quality to Build Customer Loyalty Through Satisfaction ( A Case Study on Indihome User at Universitas Andalas ). Diploma thesis, Universitas Andalas.

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Abstract

The research has the purpose to analyze the role of CRM and service quality to build customer loyalty through satisfaction for Indihome user at Andalas University. The data obtained troughs questionnaire, and sample were drawn from 180 respondents. The data analyzed by using SmartPLS 3.2.8. In this research there are two variables, those are dependent variable which is CRM, service quality, and satisfaction as independent variable and the dependent variable which is customer loyalty. The finding indicated that CRM has a significant effect on customer satisfaction, service quality has a significant effect on customer satisfaction, and customer satisfaction has a significant effect on customer loyalty . Keywords: CRM, service quality, customer satisfaction, customer loyalty.

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