Brand Trust as the Mediation Effect Customer Relationship Management on Customer Loyalty

Murtiningsih, Dewi and Usino, Wendi and Napitupulu, Darmawan and Adrianto, A (2019) Brand Trust as the Mediation Effect Customer Relationship Management on Customer Loyalty. In: ICASI 2019, 18 July 2019, Banda Aceh, Indonesia.

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Abstract

This study is aiming at determining the effect of customer relationship management on the customer loyalty, the effect of customer relationship management on brand trust, the effect of brand trust on customer loyalty and the mediating effect of brand trust on the relationship between customer relationship management and customer loyalty. This research is explanatory research with the population of undergraduate students (S1) in five faculties at Budi Luhur University, Jakarta who are at least sophomores. Data collected using questionnaire. The research sample is using purposive sampling with total of 110 respondents. The data were analyzed by path analysis using SPSS. Based on the results of research it can be seen that customer relationship management did not affect customer loyalty, customer relationship management did not affect brand trust, brand trust affected customer loyalty, and brand trust did not mediate the effect of customer relationship management to customer loyalty.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: customer relationship management brand trust customer loyalty
Subjects: T Technology > T Technology (General)
Depositing User: EAI Editor IV
Date Deposited: 10 Sep 2021 07:02
Last Modified: 10 Sep 2021 07:02
URI: https://eprints.eudl.eu/id/eprint/6721

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