The Influence of Customer Relationship Management on Customer Satisfaction

  • Qanitati Azzahra Doctoral Student in Management Science, Universitas Muslim Indonesia
  • Mapparenta Mapparenta Universitas Muslim Indonesia
  • Muhammad Arif Universitas Muslim Indonesia
Keywords: On-going Marketing, Individual Marketing, Cooperation, Customer Satisfaction

Abstract

This research is conducted with the purpose to know and analyze the influence of Customer Relationship Management through continuous marketing (Continuity Marketing), individual marketing (one to one marketing), Partnering Program (cooperation) to customer satisfaction at BPJS Employment in Makassar, and to know And analyze Customer Relationship Mana-gement consisting of continuous marketing (Continuity Marketing), individual marketing (one to one marketing), Partnering Program (cooperation), simultaneously affecting customer satisfaction at BPJS Employment in Makassar. This research uses questionnaires, literature study and interviews with quality assay data analysis techniques, classical assumption test, multiple linear regression analysis and hypothesis testing. The results of the study found that sustainable marketing has a positive and significant influence and relationship to customer satisfaction at BPJS Employment in Makassar. So it can be said the first hypothesis proposed. Marketing individually has a positive and significant influence and relationship on customer satisfaction at BPJS Employment in Makassar. So it can be said that the second hypothesis proposed. Cooperation program has influence and positive and significant relationship to customer satisfaction at BPJS Employment in Makassar. So it can be said that the proposed third hypothesis is proven. Customer relationship management through continuous marketing, individual marketing, and cooperation simultaneously have a significant effect on customer satisfaction at BPJS Employment in Makassa. So it can be said that the fourth hypothesis proposed.

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Published
2022-05-02
How to Cite
Azzahra, Q., Mapparenta, M., & Arif, M. (2022). The Influence of Customer Relationship Management on Customer Satisfaction. Point Of View Research Management, 3(2), 188 - 201. Retrieved from https://www.journal.accountingpointofview.id/index.php/POVREMA/article/view/204
Section
Articles