Building Lasting Relationships: CRM Strategies and Customer Loyalty Maxim

Authors

  • Rehan Tri Syoftika Department of Management, Faculty of Economics and Business, Universitas Negeri Padang, Indonesia
  • Rahmiati Department of Management, Faculty of Economics and Business, Universitas Negeri Padang, Indonesia

DOI:

https://doi.org/10.55885/jmap.v5i1.521

Keywords:

CRM, Satisfaction, Loyalty, Customer Loyalty, Maxim

Abstract

The digital transportation industry faces fierce competition which requires strategies to maintain customer satisfaction and loyalty as is the case with Maxim transportation services. This study identifies the role of customer relationship management mediated by satisfaction on customer loyalty. This research is quantitative research involving 385 respondents with survey research data collection methods. This research adopts research instruments from previous researchers from reputable journals with Likert scale design instruments. The results of this study reveal that CRM and satisfaction are important aspects in creating loyalty for customers. Satisfaction in this case has shown a partial mediating role, this reveals that CRM will be able to create loyalty whether there is a satisfaction value felt by customers or not.  This research recommends that developing Maxim's customer loyalty in Padang City requires a comprehensive CRM strategy. The implementation of this strategy includes Personalization of services through data-based recommendations, Integration of direct communication channels, Improvement of application facilities, such as rating features and digital payments and Management of customer complaints through a clear evaluation system.

References

Adeiza, A., Abdullahi, M. S., Abdel Fattah, F. A. M., Fawehinmi, O., Ismail, N. A., Arnaut, M., Aigbogun, O., Adam, I. S., & Ehido, A. (2022). Mediating mechanism of customer satisfaction on customer relationship management implementation and customer loyalty among consolidated banks. Uncertain Supply Chain Management, 10(3), 819–832. https://doi.org/10.5267/j.uscm.2022.3.012

Agrawal, S. R. (2021). Adoption of WhatsApp for Strengthening Internal CRM through Social Network Analysis. Journal of Relationship Marketing, 20(4), 261–281. https://doi.org/10.1080/15332667.2020.1802643

Al masud, A., Nurun Nabi, M., & Kumar, D. (2023). Socioeconomic and Psychological Impacts of the COVID-19 Pandemic on Various Occupational Groups in Bangladesh. BUFT Journal of Business and Economics, 4(1). https://doi.org/10.58481/bjbe2305

Al-Bashayreh, M., Almajali, D., Al-Okaily, M., Masa’deh, R., & Samed Al-Adwan, A. (2022). Evaluating Electronic Customer Relationship Management System Success: The Mediating Role of Customer Satisfaction. Sustainability (Switzerland), 14(19), 1–23. https://doi.org/10.3390/su141912310

Alam, M. M. D., Karim, R., & Habiba, W. (2021). The relationship between CRM and customer loyalty: the moderating role of customer trust. International Journal of Bank Marketing, ahead-of-p. https://doi.org/10.1108/IJBM-12-2020-0607

Ali, N., & Alfayez, M. (2024). The impact of E-CRM on customer loyalty in the airline industry: the mediating role of customer experience. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2364838

Attia, A. (2023). Effect of Sustainable Supply Chain Management and Customer Relationship Management on Organizational Performance in the Context of the Egyptian Textile Industry. Sustainability (Switzerland), 15(5). https://doi.org/10.3390/su15054072

Binsar Kristian P., F. A., & Panjaitan, H. (2014). Analysis of Customer Loyalty through Total Quality Service, Customer Relationship Management, and Customer Satisfaction. International Journal of Evaluation and Research in Education (IJERE), 3(3), 142–151. https://doi.org/10.11591/ijere.v3i3.6191

Cochran, W.G. (1963) Sampling Techniques, Wiley, New York.

Gazi, M. A. I., Mamun, A. Al, Masud, A. Al, Senathirajah, A. R. bin S., & Rahman, T. (2024). The relationship between CRM, knowledge management, organization commitment, customer profitability and customer loyalty in telecommunication industry: The mediating role of customer satisfaction and the moderating role of brand image. Journal of Open Innovation: Technology, Market, and Complexity, 10(1), 100227. https://doi.org/10.1016/j.joitmc.2024.100227

Goranda, I. R., Nurhayati, P., & Simanjuntak, M. (2021). Analysis of Consumer Satisfaction and Loyalty Factors with CRM Approach in Agribusiness E-commerce Company. Journal of Consumer Sciences, 6(2), 111–128. https://doi.org/10.29244/jcs.6.2.111-128

Hassan, R. S., Nawaz, A., Lashari, M. N., & Zafar, F. (2015). Effect of Customer Relationship Management on Customer Satisfaction. Procedia Economics and Finance, 23(October 2014), 563–567. https://doi.org/10.1016/s2212-5671(15)00513-4

Herman, L. E., Sulhaini, S., & Farida, N. (2021). Electronic Customer Relationship Management and Company Performance: Exploring the Product Innovativeness Development. Journal of Relationship Marketing, 20(1), 1–19. https://doi.org/10.1080/15332667.2019.1688600

Karim, R. Al, & Habiba, W. (2020). How CRM Components Impact Customer Loyalty: A Case from Bangladesh Banking Industry. Journal of Management Info, 7(2), 43–61. https://doi.org/10.31580/jmi.v7i2.1165

Khan, R. U., Salamzadeh, Y., Iqbal, Q., & Yang, S. (2022). The Impact of Customer Relationship Management and Company Reputation on Customer Loyalty: The Mediating Role of Customer Satisfaction. Journal of Relationship Marketing, 21(1), 1–26. https://doi.org/10.1080/15332667.2020.1840904

Long, C. S., Khalafinezhad, R., Ismail, W. K. W., & Rasid, S. Z. A. (2013). Impact of CRM factors on customer satisfaction and loyalty. Asian Social Science, 9(10), 247–253. https://doi.org/10.5539/ass.v9n10p247

M. Kamrul Islam Shaon, S., & Hasebur Rahman, M. (2015). A Theoretical Review of CRM Effects on Customer Satisfaction and Loyalty. Central European Business Review, 4(1), 23–36. https://doi.org/10.18267/j.cebr.116

Megdadi, Y., & Nazal, A. (2019). The Role of Customer Relationship Management Strategies on Developing Customer Services of Jordanian Telecommunication Companies. 7(2), 2333–6099. https://doi.org/10.15640/jmm.v7n2a9

Octa, A. (2019). Literature Review: Meningkatkan Kepuasan Pelanggan Di Bengkel Resmi Menggunakan Sistem Manajemen Pelanggan Elektronik. Informatik: Jurnal Ilmu Komputer, 15(1), 39-50. https://doi.org/10.52958/iftk.v15i1.1299

Prastiwi, E. S., & Rivai, A. R. (2022). Pengaruh kualitas produk, citra merek, dan persepsi harga terhadap kepuasan pelanggan serta dampaknya terhadap loyalitas pelanggan. SEIKO: Journal of Management & Business, 5(1), 244-256. https://doi.org/10.37531/sejaman.v5i1.1556

Ratih, I. A. B. (2009). Pengaruh kinerja produk, pelayanan dan sumberdaya manusia terhadap niat pembelian ulang melalui citra perusahaan dan kepuasan pelanggan PT Asuransi Jiwasraya. EKUITAS (Jurnal Ekonomi dan Keuangan), 13(2), 176-198. https://doi.org/10.24034/j25485024.y2009.v13.i2.292

Simangunsong, J. S., Perusahaan, E., Di, J., Digital, E. E., Kini, M., Manihuruk, Y. S., Sitanggang, R., & Saragih, L. S. (2023). Analisis Strategi Customer Relationship Management (CRM) Terhadap Efektivitas Perusahaan Go-Jek Di Era Era Digital Masa Kini. Journal of Creative Student Research (JCSR), 1(6), 350–356. https://doi.org/10.55606/jcsrpolitama.v1i6.2958

Sumarauw, J., Jorie, R., & Victor, C. (2015). Pengaruh Customer Relationship Management Dan Kepercayaan Terhadap Kepuasan Serta Dampaknya Terhadap Loyalitas Konsumen Pt. Bank Bca Tbk. Di Manado. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 3(2), 671–683.

Susanto, R. (2021). Pengaruh Customer Relationship Management (CRM) Terhadap Kepuasan Nasabah Pinjaman Pada PT. Bank Pembangunan Daerah Sumatera Barat Cabang Painan. Jurnal Pundi, 5(1), 181–194. https://doi.org/10.31575/jp.v5i1.348

Yuniari, W. (2020). The Role of Customer Brand Engagement and Affective Brand Commitment in Mediating the Relationship between Value Congruity and Brand Loyalty. Journal of Advanced Research in Dynamical and Control Systems, 12(SP4), 1963–1973. https://doi.org/10.5373/jardcs/v12sp4/20202071

Downloads

Published

2025-02-01

How to Cite

Syoftika, R. T. ., & Rahmiati, R. (2025). Building Lasting Relationships: CRM Strategies and Customer Loyalty Maxim. Journal of Management and Administration Provision , 5(1), 50-60. https://doi.org/10.55885/jmap.v5i1.521