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All Journal Jurnal Minds:Manajemen Ide dan Inspirasi Jurnal Bisnis, Manajemen, dan Informatika JURNAL TEKNIK INFORMATIKA DAN SISTEM INFORMASI Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Jurnal Manajemen Bisnis dan Kewirausahaan Paulus Journal of Accounting (PJA) JUDICIOUS: Journal of Management Proceedings of The International Conference on Business and Economics
Haris Maupa
Universitas Hasanuddin
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : Jurnal Minds:Manajemen Ide dan Inspirasi

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Customer Relationship Marketing, Customer Bonding, and Customer Satisfaction on Customer Loyalty in Telecommunication Companies Haris Maupa; Cokki Cokki; Syarifuddin Sulaiman
Jurnal Minds: Manajemen Ide dan Inspirasi Vol 10 No 2 (2023): December
Publisher : Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/minds.v10i2.40975

Abstract

The telecommunications industry is one of the most competitive industries with high penetration of digital technology, faster availability of data services, and innovations in telecommunications. The purpose of the present study is to empirically test a model that illustrates how customer relationship marketing (CRM) and customer bonding (CBD) affect customer loyalty (CLA) with customer satisfaction (CSA) as a mediating variable in the telecommunication company. A survey of the telecommunication customers was conducted with responses from 230 samples by maximizing the Partial-Least-Square Structural-Equation Modeling (PLS-SEM). The research results show that CRM and CBD are inferred to impact CLA and mediate CSA significantly. Compared to CRM, CBD has emerged as the most influential determinant of the proposed model. Marketing managers can adopt relevant business strategies and promote customer relationship marketing and customer bonding to achieve customer loyalty.
Co-Authors A.Baso Aditya Sapanang Ahmad Yamany Arsyad Andi Nur Baumassepe Arie Pratama Carunia Mulya Firdausy Cokki Cokki Devina Amelia Djumidah Maming Dyah Erny Herwindiati Handojo Wibawanto Soetikno Ignatius Roni Setyawan Jusni Jusni Jusni Reynaldi Kusumo Rosida Cristina Sari STEFANI STEFANI Syarifuddin Sulaiman Wasino Wasino Yosua Sambo