The effect of E-CRM on customer loyalty with customer satisfaction as a mediation variable

Study of users of BNI Direct South Sumatra

https://doi.org/10.21744/irjmis.v9n3.2089

Authors

  • Aulia Kariman Master of Management, Sriwijaya University, Palembang, Indonesia
  • Zakaria Wahab Lecturer of Master Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia
  • Muchsin Saggaff Shihab Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia
  • Diah Natalisa Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia

Keywords:

BNI direct, E-CRM, loyalty, mediation variable, satisfaction

Abstract

This study aims to measure the effect of E-CRM on customer loyalty through customer satisfaction in 2021 by testing the variables of E-CRM, customer satisfaction, and customer loyalty using BNI Direct. The sample taken in this study amounted to 100 customers/debtors managed by BNI. Using PLS-SEM, the results show that the E-CRM variable contributes 58.7 % to BNI Direct customer satisfaction. This means that BNI Direct customer satisfaction can be explained through E-CRM activities carried out by BNI Direct. Furthermore, the variables of E-CRM and satisfaction contributed 67.6 % to BNI Direct customer loyalty substantially (powerfully). This means that BNI Direct customer loyalty can be explained through BNI Direct's E-CRM activities and the creation of customer satisfaction.

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Published

2022-05-11

How to Cite

Kariman, A., Wahab, Z., Shihab, M. S., & Natalisa, D. (2022). The effect of E-CRM on customer loyalty with customer satisfaction as a mediation variable: Study of users of BNI Direct South Sumatra. International Research Journal of Management, IT and Social Sciences, 9(3), 375–385. https://doi.org/10.21744/irjmis.v9n3.2089

Issue

Vol. 9 No. 3 (2022): May

Section

Peer Review Articles
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