Customer Relationship Management Business to Business (CRM B2B) Effectively Improving Customer Satisfaction and Customer Retention
Budi Prakoso¹, Ratih Hurriyati², Heny Hendrayati³

Universitas Pendidikan Indonesia, Doctoral Program in Management Science

Abstract

Achieving revenue targets is very important for companies because it can make companies survive and continue to grow. Achieving the company^s revenue target is strongly influenced by customer retention which has a strong relationship with customer satisfaction, while customer satisfaction is significantly influenced by Customer Relationship Management. This study aims to determine the relationship between Customer Relationship Management variables on Customer Satisfaction and Customer Retention. The analysis is based on 107 respondents who are customers who have tied a cooperation contract with the company through a survey questionnaire. The research hypothesis analysis measurement model uses the Partial Least Square (PLS) procedure. The results showed that the CRM variable had a positive effect on the CS variable, the CRM and CS variables had a positive effect on CR, but the CRM variable had a direct negative effect on CR. The suggestion that can be given is that companies need to maintain and improve the quality of customer relationship management, because it will provide customer satisfaction which has an impact on customer retention. The company also needs to consider the feedback obtained from the customer relationship system for improving service quality and customer relations itself.

Keywords: Customer Relationship Management, Customer Retention, Customer Satisfaction

Topic: Marketing Management, Relationship Marketing, Service Marketing