The Role of Customer Satisfaction Mediates Customer Relationship Management and Quality of Service to Customer Loyalty of Garuda Indonesia Domestic Airline

International Journal of Economics and Management Studies

© 2021 by SSRG - IJEMS Journal

Volume 8 Issue 11

Year of Publication : 2021

Authors : Ida Ayu Chintia Pramesti, I Gusti Ngr Jaya Agung Widagda

10.14445/23939125/IJEMS-V8I11P109

How to Cite?

Ida Ayu Chintia Pramesti, I Gusti Ngr Jaya Agung Widagda, "The Role of Customer Satisfaction Mediates Customer Relationship Management and Quality of Service to Customer Loyalty of Garuda Indonesia Domestic Airline," SSRG International Journal of Economics and Management Studies, vol. 8,  no. 11, pp. 66-74, 2021. Crossref, https://doi.org/10.14445/23939125/IJEMS-V8I11P109

Abstract:

Business competition in the field of aviation is getting tighter. Every company engaged in an aviation business must be good at managing marketing and service strategies. Airlines must strive to survive market competition with their own advantages. The purpose of this study is to measure the effect of customer satisfaction impact in mediating variable customer relationship management and service quality on customer loyalty. This study was conducted in Denpasar with a sample of 253 respondents using purposive sampling and accidental sampling methods. The data collection was obtained from the results of the questionnaire dissemination using a five-point Likert scale used to measure 34 indicators using the SEM PLS analysis method. The results showed that customer satisfaction is able to mediate customer relationship management (CRM) and the quality of service to customer loyalty of Garuda Indonesia Domestic airlines. Garuda Indonesia's advice should be to improve the CRM system, especially in the field of human resources, and improve the quality of cleaning services.

Keywords:

Customer loyalty, satisfaction, customer relationship management (CRM), service quality.

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