The Impact of Customer Relationship Management (CRM) on Customer's Loyalty in English First Samarinda

Abstract

Customer relationship management is one of the main facets to develop customer’s loyalty. Therefore, this research has purpose to know the influence of customer relationship management which has 3 indicators such as human resource, process, and technology to customer’s loyalty as dependent variable which has 3 indicators as follows repeat purchase, referral, and retention. This research collected data from 235 respondents and the result shown that customer relationship management significantly determined customer loyalty with Adjusted R Square 0,813 or 81,3%, while 18,7% from other factors.

Following the descriptive analysis to explain the level of customer relationship management and customer loyalty with 5 categories level shown both customer relationship management and customer loyalty made their position at level 3 or intermediate level.

Based on, descriptive analysis and Adjusted R Square concluded customer relationship management determined customer loyalty significantly. Therefore, English First Samarinda must concern to human resource, process, and technology development.

Keywords: customer loyalty, customer relationship management

JEL Classification: M31