| Autor: |
Aulia Kariman, Zakaria Wahab, Muchsin Saggaff Shihab, Diah Natalisa |
| Rok vydání: |
2022 |
| Zdroj: |
International research journal of management, IT and social sciences. 9:375-385 |
| ISSN: |
2395-7492 |
| DOI: |
10.21744/irjmis.v9n3.2089 |
| Popis: |
This study aims to measure the effect of E-CRM on customer loyalty through customer satisfaction in 2021 by testing the variables of E-CRM, customer satisfaction, and customer loyalty using BNI Direct. The sample taken in this study amounted to 100 customers/debtors managed by BNI. Using PLS-SEM, the results show that the E-CRM variable contributes 58.7 % to BNI Direct customer satisfaction. This means that BNI Direct customer satisfaction can be explained through E-CRM activities carried out by BNI Direct. Furthermore, the variables of E-CRM and satisfaction contributed 67.6 % to BNI Direct customer loyalty substantially (powerfully). This means that BNI Direct customer loyalty can be explained through BNI Direct's E-CRM activities and the creation of customer satisfaction. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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