The Effect of Customer Relationship Marketing (CRM) on Customer Satisfaction – A study on Sound System Service Company

Lusiah Lusiah, Djatmiko Noviantoro

Abstract


When the company has expended their marketing online, it means the company is ready to sell product and service across cities and the world. Online marketing also leads to reduced interaction between seller and buyer directly (face-to-face meetings). Therefore, company needs to well establish their relationships with customers through the Internet network. By establishing a good relationship through intensive communication provides a great opportunity to the interests of sellers and buyers.

 This study aims to determine the effect of customer relationship marketing (CRM) which divided into four dimensions of trust, commitment, communication, and conflict handling on customer satisfaction on the sound system service company. This research is quantitative descriptive research and the method of this research is using multiple linear regression analysis. The population in this research are the customers who have ever used the services of sound system services company in Medan with samples as much as 60 respondents. The results show that simultaneously customer relationship marketing influence customer satisfaction of sound system services company, in this model communication give negative and significant impact on customer satisfaction.


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