The Effect of Customer Relationship Management on Starbucks Customer Satisfaction in Bandung Region
Yuliarti Maghfira Annahli1*, Heny Hendrayati2, Ratih Hurriyati3

Universitas Pendidikan Indonesia

Abstract

Starbucks has been named as a company that is able to provide the best service for consumers, but in terms of what kind of service and how Starbucks is provided so that it is able to provide satisfaction for consumers with its products and can be crowned as a company with the best service in its field. On that basis, this study aims to determine the effect of Customer Relationship Management on Customer Satisfaction. The research method used is explanatory survey. The population of this research is Starbucks consumers with a sample of 100 respondents through non-probability sampling technique using purposive sampling method. Collecting research data in the form of distributing questionnaires to buyers of Starbucks products. The data analysis technique used is descriptive analysis and inferential analysis assisted by the Partial Least Square (PLS) 4.0 analysis tool. The results of this study the variable Customer Relationship Management has a significant influence on customer satisfaction.

Keywords: Customer Relationship Management, Customer Satisfaction, Starbucks

Topic: Marketing Management, Relationship Marketing, Service Marketing