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Relationship Management of Cafe Customers around Universitas Sebelas Maret Surakarta - Indonesia

Author

Listed:
  • Edi Wibowo

    (Faculty of Economics, Slamet Riyadi University, Surakarta - Indonesia Author-2-Name: Marjam Desma Rahadhini Author-2-Workplace-Name: Faculty of Economics, Slamet Riyadi Unversity, Surakarta - Indonesia Author-3-Name: Julina Author-3-Workplace-Name: Faculty of Economics, Universitas Islam Negeri Sultan Syarif Kasim Riau - Indonesia Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

Objective � This aim of this research is to analyze the influence of Customer Relationship Management (CRM) dimensions on customer satisfaction and loyalty for caf�s around Universitas Sebelas Maret (UNS) Surakarta. Methodology/Technique � Convenience sampling method was used to collect the primary data. 140 respondents participated in this research and the data is analyzed using Structural Equation Modelling with AMOS software. Validity testing is conducted using CFA with a factor loading of > 0.05, whilst the reliability testing is conducted using a Cronbach alpha of > 0.07. Findings � The results of the hypothesis testing show that the influence of CRM on customer satisfaction is positive and significant with a CR value of 2.133 and a p-value of 0.033. In addition, CRM is also found to have an effect on customer loyalty with a CR value of 2.160 and a p-value of 0.031. The findings also demonstrate that the effect of customer satisfaction on loyalty is positive and significant with a CR value of 2.248 and a p-value of 0.025. The final conclusion in this study shows that CRM affects customer loyalty through customer satisfaction, with a value of 0.295. Novelty � this research departs from previous research and in its application to the restaurant industry, which has not been done before. Type of Paper: Empirical

Suggested Citation

  • Edi Wibowo, 2019. "Relationship Management of Cafe Customers around Universitas Sebelas Maret Surakarta - Indonesia," GATR Journals jmmr211, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr211
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    Cited by:

    1. Prentice, Catherine & Dominique-Ferreira, Sergio & Ferreira, Andreia & Wang, Xuequn (Alex), 2022. "The role of memorable experience and emotional intelligence in senior customer loyalty to geriatric hotels," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).

    More about this item

    Keywords

    Customer Relationship Management; Customer Satisfaction; Customer Loyalty.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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