Articles

Exploring the Impact of CRM Strategies on Customer Loyalty with the Mediating Role of Relationship Quality

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The main goal of this study is to decode the complex connections between Consumer relationship marketing strategies (CRMTs), consumer loyalty, and the critical function of relationship quality (Customer trust) as a mediator. Data were collected from 792 students using mobile for communication and other purposes through a carefully structured questionnaire. The study focused on three key consumer relationship marketing strategies namely service quality, price perception and value offer and examined their effects on customer loyalty. The deployment of statistical tools, including descriptive statistics, correlation analysis, and regression analysis, has provided a robust foundation for these conclusions. The results showed that these strategies have a noteworthy impact on customer loyalty, indicating that they are crucial in forming and sustaining customer loyalty in the ever-changing mobile telecom market.

In addition, the study examined the mediating role of relationship quality through customer trust using the Sobel test. This analysis provided deeper insight into the underlying relationships. The results highlighted relationship quality as a key mediator between customer loyalty and the proposed marketing strategies, showing that customer trust significantly shapes the impact of these strategies on loyalty.

Finally, the study not only provided important insights into the factors influencing customer loyalty in the mobile telecom industry but also emphasised the multifaceted relationships between relationship marketing approaches and the role of relationship quality as a moderator. These findings are significant for industry practitioners because they provide actionable knowledge to improve and maximise client loyalty methods in the highly competitive mobile telephony market.

Building Customer Loyalty in B2B Logistics: The Interplay of Trust, Perceived Risk, and Perceived Value in Indonesia’s Trucking Industry

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This research analyzes the determinants of customer loyalty in Indonesia’s B2B logistics industry, particularly in the trucking sector, focusing on trust, perceived risk, and perceived value. Adopting a quantitative approach, this study samples businesses that use trucking services and examines how the mentioned variables influence enduring customer loyalty. Using comprehensive industry theoretical models, we prepared a structured questionnaire and subsequently collected data from many firms spanning multiple industries that depended on trucking logistics. The research employs advanced statistical methods such as factor analysis and SEM to evaluate the relationships between the key constructs trust, perceived risk, perceived value, and customer loyalty. The findings underscore the role of perceived value as the foremost predictor of customer loyalty; trust only affects loyalty indirectly through its impact on perceived value. The findings suggest that perceived risk should be accepted in high choice or digitized markets, implying organizations need more emphasis on trust and its actual outcome. The study demonstrates that strategically managing perceptions of trust, risk, and value is critical for enhancing.

The Effect of Product Quality, Service Quality, Service Recovery on Customer Satisfaction and Customer Loyalty in Business to Customer (B2C), Case Study of AMA Group Bandung

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The research has the aim of seeing the relationship and effect between the variables of Product Quality, Service Quality, and Service Recovery on customer satisfaction and loyalty at AMA Group Bandung which focuses on Business to Costumer (B2C) and finding solutions to business problems that exist in AMA Group, namely the instability of AMA Group’s sales revenue. This research includes quantitative and qualitative. In this study were AMA Group B2C customers Population. The sample was 100 AMA Group. Data collection using some techniques by researcher used include interviews, observation, internal analysis (Segmenting, Targeting, Positioning and Marketing Mix) and external analysis (PESTEL analysis, Competitor analysis), and also use customer analysis obtained through the use of questionnaires. The method used by researchers in this study using Validity analysis, Reliability analysis, Descriptive Analysis, and path analysis. Researchers in this study used an analytical tool is smartPLS. The analysis results by this researcher indicate that there is an influence between the variables of Product Quality, Service Quality, and Service Recovery on customer satisfaction and customer loyalty.

Exploring Consumer Behavior and Its Impact on Spotify Customer Loyalty among Generation Z in Indonesia

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This study examines consumer behavior toward Spotify Customer Loyalty among Generation Z in Indonesia. Using a quantitative approach and SEM analysis with SmartPLS 3, the study found that consumer behavior factors, including Brand Image, Price, Digital Service Quality, and Advertising, have a significant positive influence on Purchase Decisions, which in turn have a significant positive impact on Customer Loyalty. Consumer behavior contributes 59% in the moderate category. These findings recommend that Spotify enhance its marketing strategies through engaging advertisements to strengthen customer loyalty among Generation Z in Indonesia.

The Effect of Perceived Ease of Use and Service Quality on Customer Loyalty with Customer Satisfaction as an Intervening Variable: Case Study on Tokopedia

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Transactions on e-commerce have become a common habit in society. Indonesia had approximately 196.47 million e-commerce users, and this number is predicted to continue increasing. The total value of e-commerce transactions has reached Rp 453.75 trillion, and Tokopedia is among the top five e-commerce platforms with the most visitors, totaling 1.2 billion visits. However, Tokopedia has recently experienced a 31% decrease in visits compared to the previous year, and many users have expressed dissatisfaction. Based on these issues, the aim of this research is to determine the influence of service quality and perceived ease of use on customer loyalty, with customer satisfaction serving as a mediating variable with the object of research Tokopedia. This research is quantitative in nature, utilizing descriptive and causal analysis. Sampling was carried out using purposive sampling method, resulting in 400 respondents who fulfilled the requirements applied in this research. The analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the SmartPLS 3. The findings of this research indicate a positive and significant effect of perceived ease of use and service quality on customer loyalty, both directly and indirectly through customer satisfaction. The model used in this study explains 55.8% of consumer loyalty behavior towards Tokopedia, which falls into the moderate category. Tokopedia should enhance the quality of services offered to users and ensure they encounter no difficulties while using the Tokopedia application. The objective is to improve customer satisfaction on Tokopedia, ultimately leading to increased customer loyalty.

The Influence of Inclusive Brand Image in Indonesian Cosmetic Products on Customer Loyalty

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In recent years, cosmetic brands in Indonesia have shifted their marketing strategies to emphasize inclusivity, aiming to foster stronger customer loyalty. This shift includes the portrayal of diverse beauty standards and the inclusion of a wide range of skin tones and types in their product lines.  Prior studies have demonstrated that an inclusive brand image significantly boosts brand trust and customer satisfaction. The research investigates the influence of an inclusive brand image in Indonesia’s cosmetic products on customer loyalty, focusing specifically on Generation Z consumers. By employing a quantitative research methodology, data was collected using online surveys distributed to 201 respondents aged 12-27 years. The study aims to explore the relationship between inclusive brand image and brand trust, customer satisfaction, and loyalty within the context of the Indonesian cosmetics market. Data analysis was conducted using descriptive statistics and PLS-SEM. The findings indicate that an inclusive brand image positively influences brand trust and customer satisfaction, which subsequently strengthen customer loyalty. Findings from this research are anticipated to provide insights that can help local cosmetic brands enhance their inclusive marketing strategies, thereby fostering a sense of acceptance and belonging among their diverse customer base and driving customer loyalty.

The Influence of Service Quality and Product Quality of Livin Mandiri through Satisfaction Customers and its Impact on Customer Loyalty of Bank Mandiri KCP Tanjung Balai, North Sumatra Province

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The aim of this research is to determine the quality of service and product quality of Livin Mandiri on customer loyalty through customer satisfaction at Bank Mandiri KCP Tanjung Balai North Sumatera Province.

This research is quantitative empirical research using hypothesis research that examines the significant influence and direction of the direct and indirect relationship between the independent variables and the dependent variable through the intervening variable. Data in the research is primary data obtained from 100 sample people obtained using the Slovin formula from a 20.088 population.

Based on statistical test results, it was found that livin mandiri service quality have a positive effect on customer loyalty but not significant. Product quality have a positive and significant effect on customer loyalty. Customer satisfaction is able to mediate the relationship between livin mandiri product quality and customer loyalty. Meanwhile, the relationship between Livin Mandiri’s service quality and customer loyalty cannot be mediated by customer satisfaction at Bank Mandiri KCP Tanjung Balai North Sumatera Province.

The Influence of Store Atmosphere and Sales Promotion on Customer Satisfaction and its Impact on Customer Loyalty Coffee Shop Kopilogi

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This study aims to determine the effect of store atmosphere and sales promotion on customer satisfaction and its impact on customer loyalty of the Kopilogi coffee shop. The survey was conducted on consumers of the Coffee Shop Kopilogi Garut, the research method used was descriptive and verification method with a total sample of 94 respondents, the data analysis used was path analysis. The results of the study show that in structure I there is an influence of store atmosphere and sales promotion on customer satisfaction by 52.7%. In structure II there is an influence of store atmosphere and sales promotion on loyalty through customer satisfaction of 76.0%.

The Influence of Service Quality and Price on KRL Commuter Line Route Solo – Jogja to Customer Loyalty

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Transportation as an important element in human life, plays a role in facilitating daily activities and supporting the economy. But because of the heavy traffic caused by so many motorized vehicles, people are looking for alternate options, including taking the KRL commuter line. This study attempts to determine how customer loyalty is affected by the cost and level of service provided on the KRL Commuter Line Solo-Jogja route. The findings, which emphasize providing excellent service and living up to customer expectations, demonstrate that service quality has a favorable and substantial impact on customer loyalty. However, pricing has little effect on consumer loyalty. This is mostly because workers use the KRL Commuter Line a lot when they are commuting, which may make prices inaccessible to some groups. Customer loyalty is influenced by both price and service quality, according to simultaneous study, which implies that raising prices and enhancing customer service quality can boost customer loyalty. However, this study adds to our understanding of the variables influencing consumer loyalty in the context of public transportation in particular and is significant in relation to the Solo-Jogja route of the KRL Commuter Line.

Analysis of Digital Transformation on Consumer Behavior for Shopping in Offline and Online Store (Case Study: UNIQLO Indonesia)

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Uniqlo is one of the world’s largest Apparel Fashion firms. Uniqlo’s business strategy integrates the entire clothing-making process, from planning and design to production, distribution, and retail. Uniqlo expanded its retail operations in Indonesia on February 13, 2013, and presently has 65 stores in 25 cities throughout the country. Uniqlo Indonesia must face obstacles in this digital era shift; during the COVID-19 pandemic, the rate of business owners creating e-commerce stores and customers purchasing online surged rapidly. Uniqlo has the lowest online sales contribution rate among its competitors, with 16% Online Sales Contribution and 84% Offline Sales Contribution. Uniqlo aspires to boost its online sales contribution to 20%. This study offers a maximized omnichannel integration approach between Uniqlo Indonesia’s online store and Uniqlo Indonesia’s offline stores to achieve Uniqlo’s aim of becoming the number one global apparel company. This research includes an internal analysis that includes value chain analysis and resources analysis to evaluate Uniqlo Indonesia’s internal condition and determine strengths and weaknesses, an external analysis that includes general environment analysis, industry analysis, and competitor analysis to evaluate Uniqlo Indonesia’s external conditions and determine threats and opportunities, and a customer journey analysis that includes the five A’s. Following the analytical phase, TOWS Matrix, Business Model Canvas, and Value Proposition Canvas were produced to help improve the formulation of the solution for Uniqlo Indonesia. Uniqlo Indonesia should improve every touchpoint across all integrated channels in the customer journey using Uniqlo Indonesia resources to improve the omnichannel integration strategy. This research’s business strategy and solutions can be utilized by Uniqlo Indonesia to boost customer awareness, sales, and customer loyalty.