The Influence of Customer Relationship Management (CRM) on Customer Trust and Loyalty in PT Amartha Sejahtera
- DOI
- 10.2991/assehr.k.210615.029How to use a DOI?
- Keywords
- Customer Relationship Management, Customer Loyalty, Financial Bond, Social Bond
- Abstract
This analysis aims to examine the impact of Customer Relationship Management (CRM) on PT Amartha Sejahtera customers’ trust and loyalty both simultaneously and partially. PT Amartha Sejahtera is a company that provides and manages clean water for the area around Bandung Regency, especially in Cileunyi District, East Bandung. The research used was an associative survey method approach. Determination of data samples using an incidental sampling method. The unit of analysis is a customer who has been a regular customer for at least 3 months. The number of samples taken was as many as 150 people. Meanwhile, the analysis tool used is multiple regression. From the analysis, it can be concluded that simultaneous customer relationship management has a 49.6 percent positive and substantial impact on customer satisfaction. Meanwhile, partially the sub-variables of customer relationship management, namely financial bonds, and social bonds, see a 57.7 percent and 24.2 percent positive and substantial impact on consumer satisfaction. In contrast, customization bonds have a positive but negligible effect.
- Copyright
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Finny Redjeki PY - 2021 DA - 2021/06/17 TI - The Influence of Customer Relationship Management (CRM) on Customer Trust and Loyalty in PT Amartha Sejahtera BT - Proceedings of the 2nd Annual Conference on blended learning, educational technology and Innovation (ACBLETI 2020) PB - Atlantis Press SP - 147 EP - 151 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.210615.029 DO - 10.2991/assehr.k.210615.029 ID - Redjeki2021 ER -