THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER ENGAGEMENT
Hifzhil Rahman (a), Ratih Hurriyati (b), Henny Hendrayati (b)

Universitas Pendidikan Indonesia
Jl. Dr. Setiabudi No.229, Isola, Kec. Sukasari, Kota Bandung, Jawa Barat 40154

Abstract

Companies must continue to serve their customers better than their competitors, and strengthen relationships with their customers so that customers do not run to other companies and achieve customer engagement success. If a company does not pay attention to customer engagement, the company will be considered to belittle or underestimate its customers. The purpose of this study was to determine the effect of Customer Relationship Management on Customer Engagement. The method used is Explanatory survey, a sample of 100 respondents, with non-probability sampling technique, the sampling used is purposive sampling. The results of this study are that Customer Relationship Management has an influence on Customer Engagement

Keywords: Customer engagement, Customer relationship management, fashion

Topic: Marketing Management, Relationship Marketing, Service Marketing