Effect of Customer Relationship Management on Customer Satisfaction and Loyalty at Pt. Harmoni Permata Gianyar, Bali

Abstract

A highly competitive market makes companies need to maintain a positive relationship with their customers. A good CRM (customer relationship management) program will help the company to satisfy its customers. This research will explore various methods and techniques to build effective customer relationship management to satisfy customers. The purpose of this study is to examine the effectiveness of customer relationship management in maintaining and satisfying customers. This research shows that customer relationship management has a significant effect on customer satisfaction and loyalty. The variable also has a positive relationship. The company makes CRM as a capital to make customers more satisfied and stick with the company. This study concludes that CRM plays a major role in improving customer satisfaction, deep customer knowledge and customer loyalty. A better CRM will have clear information about what customers want, what their needs are, and what will make them more satisfied.