Evaluation of the Influence of Customer Loyalty and Customer Trust through Customer Retention on Social CRM on PT. Mega Finance

R. A. Aryanti Wardaya Puspokusumo, Nadiah Kusuma Ariastuti, Meiryani

2021

Abstract

The research goal were to evaluate the influence of customer loyalty and customer trust through customer retention to social CRM at PT. Mega Finance. The research method used in this study was Structural Equation Modelling. The result of this study is derived from 350 respondents who had used MegaZip program beforehand, known media social account that company had. This study analyzes the effect of customer loyalty and customer trust factors to customer retention and social customer relationship management that company already had. The outcome of this study were each of customer loyalty and customer trust had a significant effect on customer retention. While customer loyalty and customer retention had a significant effect on social customer relationship management, customer trust had no significant effect on social customer relationship management.

Paper Citation

in Harvard Style

Wardaya Puspokusumo R., Kusuma Ariastuti N. and Meiryani. (2021). Evaluation of the Influence of Customer Loyalty and Customer Trust through Customer Retention on Social CRM on PT. Mega Finance. In Proceedings of the 2nd International Conference on Recent Innovations - Volume 1: ICRI, ISBN 978-989-758-602-6, pages 236-241. DOI: 10.5220/0011244500003376

in Bibtex Style

@conference{icri21,
author={R. A. Aryanti Wardaya Puspokusumo and Nadiah Kusuma Ariastuti and Meiryani},
title={Evaluation of the Influence of Customer Loyalty and Customer Trust through Customer Retention on Social CRM on PT. Mega Finance},
booktitle={Proceedings of the 2nd International Conference on Recent Innovations - Volume 1: ICRI,},
year={2021},
pages={236-241},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011244500003376},
isbn={978-989-758-602-6},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Recent Innovations - Volume 1: ICRI,
TI - Evaluation of the Influence of Customer Loyalty and Customer Trust through Customer Retention on Social CRM on PT. Mega Finance
SN - 978-989-758-602-6
AU - Wardaya Puspokusumo R.
AU - Kusuma Ariastuti N.
AU - Meiryani.
PY - 2021
SP - 236
EP - 241
DO - 10.5220/0011244500003376