Analisis Kepuasan Pelanggan dan Loyalitas Pelanggan Dengan Penerapan Customer Relationship Management (CRM) Pada Vizta Gym Medan
Keywords:
Customer Relationship Management (CRM), Kepuasan Pelanggan, Loyalitas Pelanggan
Abstract
Penelitian ini bertujuan untuk menginvestigasi hubungan antara penerapan Customer Relationship Management (CRM) dan tingkat kepuasan serta loyalitas pelanggan di Vizta Gym Medan. Data diperoleh dari anggota Vizta Gym dan dianalisis menggunakan aplikasi SmartPLS. Hasil penelitian menunjukkan bahwa sumber daya manusia, proses, dan teknologi dalam CRM memiliki pengaruh yang signifikan terhadap kepuasan pelanggan, dengan semua hipotesis yang diajukan (H1, H2, dan H3) diterima. Selain itu, sumber daya manusia dan proses dalam CRM juga memiliki pengaruh yang signifikan terhadap loyalitas pelanggan (H4 dan H5 diterima). Namun, dalam hal teknologi (H6), pengaruhnya terhadap loyalitas pelanggan tidak signifikan. Terakhir, penelitian ini mengkonfirmasi bahwa kepuasan pelanggan memiliki pengaruh yang signifikan terhadap loyalitas pelanggan (H7 diterima). Penelitian ini memberikan pemahaman yang lebih dalam mengenai peran penting CRM dalam meningkatkan kepuasan dan loyalitas pelanggan di Vizta Gym Medan. Implikasi praktis dari penelitian ini adalah bahwa peningkatan sumber daya manusia, proses, dan fokus pada kepuasan pelanggan dapat menjadi strategi yang efektif dalam memperkuat hubungan dengan pelanggan dan mempertahankan loyalitas mereka di lingkungan bisnis seperti pusat kebugaran.
Downloads
Download data is not yet available.
References
Alokeli, A. (2014). The Impact of Customer Relationship Management in the Improvement of the Organization Creativity and Ability in Airline Sector Capital Amman: (Case Study: Royal Jordanian). Jordan. Retrieved from https://www.researchgate.net/publication/278728493_The_Impact_of_Customer_Relationship_Management_in_the_Improvement_of_the_Organization_Creativity_and_Ability_in_Airline_Sector_Capital_Amman_Case_Study_Royal_Jordanian
Amir, M., Sayyed, M, A, A., Mohammad, F, A. (2015). Effect of Customer Relationship Management (CRM) on Performance of Small-Medium Sized Enterprises (SMEs) Using Structural Equations Model (SEM). International Journal of Academic Research in Accounting, Finance and Management Sciences, 5(2), 42-52.
Andersen, P. H. (2001). Relationship Development and Marketing Communication: An Integrative Model. Journal of Business & Industrial Marketing, 167-183.
Atmawati, R., M, Wahyudin. (2007). Analisis Pengaruh Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Matahari Department Store Di Solo Grand Mall. Jurnal Daya Saing.
Azzam, Z. A. (2014). The Impact of Customer Realionship Management on Customer Satisfaction in the Banking Industry - A Case of Jordan. European Journal of Bussiness and Management, 6, 99-112.
Budiono, H., Lai, P, S. (2017). Customer Relationship Management Implementation and its Implication to Customer Loyalty in Hospitality Industry. Jurnal Dinamika Manajemen, 92-107.
Cavaliere, L. P., Khan, R., Sundram, S., & Jainani, K. (2020). The Impact of Customer Relationsip management on Customer Satisfaction and Retention: The Mediation of Service Quality. Turkish Journal of Physiotherapy and Rehabilitation.
Chen, I. J., & Popovich, K. (2003). Understanding customer relationship management (CRM) People, process and technology. Business Process Management, 9, 672-688.
Chetioui, Y., & Abbar, H. (2017). Customer Relationship Management (CRM) in service firms: A model proposal to measure the impact of the implementation of CRM dimensions on Hotel Performance. International Journal of Scientific & Engineering Research , 289-306.
Deshpande, R., Farley, J., & Webster, F. (1993). Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis. Journal of Marketing, 57, 23-37.
Ed, P., Rob, B. (2014). Customer Relationship Management, 2nd Edition. Pearson.
Fandy, T. (2008). Service Management, Mewujudkan Layanan Prima. Yogyakarta: Andi Offset.
Ferdinand. (2006). Metode Penelitian Manajemen: Pedoman Penelitian untuk skripsi, Tesis dan Disertai Ilmu Manajemen. Semarang.
Ghafari, P., Karjalian, R., & Mashayekhnia, A. (2011). Studying the Relationship between Different Dimensions of CRM and Innovation Capabilities in Melli bank of Iran. World Academy of Science, Engineering and Technology, 906-910.
Ghozali, I. (2014). Structural Equation Modelling-Metode Alternatif dengan Partial Least Square, Edisi Keempat. Semarang: Badan Penerbit Universitas Diponegoro.
Griffin, J. (2003). Customer Loyalti: Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan. Terjemahan oleh Dwi Kartini Y, 2009. Jakarta: Erlangga.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate . http://www.pearsoned.co.uk/.
Hisman, S, S. (2011). Customer Relationship Management and Its Relationship to the Marketing Performance. Internasional Journal of Business and Social Science, 2(10).
Ilieska, K. (2013). Customer Satisfaction Index - as a Base for Startegic Marketing Management. TEM journal, 327-331.
Irawan, H. (2003). 10 Prinsip Kepuasan Pelanggan. Jakarta: PT Elex Media Komputindo.
Jalal, A. N., Bahari, M., & Tarofder, A. K. (2021, April 22). Transforming traditional CRM into social CRM: An empirical investigation.
Japarianto, et al. (2007). Analisa Kualitas Layana Sebagai Pengukur Loyalitas Pelanggan Hotel Majapahit Surabaya Dengan Pemasaran Relasional Sebagai Variabel Intervening. Dimensi Manajemen Perhotelan, 3 (1), 34-42. Retrieved April, 1, 2010, Kotler, P. (2005). Manajemen pemasaran. B. Jakarta: PT. Prenhallindo. .
Jayachandran, S., Sharma, S., & Kaufman, P. (2005). The Role of Relational Information Processes an Technology Use in Customer Relationship Management. SAGE Journal, 177-192.
kalakota, R., & Robinson, M. (2001). e-Business 2.0 Roadmap for Success. UAS: Addison-Wesley Professional.
Khan, R. U., Salamzadeh, Y., Iqbal, Q., & Yang, S. (2020). The impact of Customer relationship Management anda Company Reputation on Customer Loyalty: The Mediating Role of Customer Satisfaction. Journal of Relationship Marketing.
Khuong, M. N., & Dai, N. Q. (2016, October). The Factors Affecting Customer Satisfaction and Customer Loyalty — A Study of Local Taxi Companies in Ho Chi Minh City, Vietnam. International Journal of Innovation, Management and Technology, 7, 228 - 233.
King, S., & Burgess, T. (2008). Understanding success and failure in customer relationship management. Industrial Marketing Management, 421-431.
Kotler, P., & Amstorong, G. (2003). Principles of Marketing : 1th Edition. Jakarta: Indeks Gramedia.
Kotler, P., & Armstrong. (2005). Dasar-dasar Pemasaran. Prenhalindo.
kotler, P., & Armstrong, G. (2014). Principles of Marketing: 15th Edition. New Jersey: Prentice Hall, Inc.
Kotler, P., & Keller. (2006). Marketing Management. Saint Joseph’s University.
Kotler, P., & Keller, L. K. (2012). Marketing Management, 14th edition. New Jersey: Prentice Hall, Inc.
Kumar, A., Reinartz, W. (2018). Customer Relationship Management: Concept, Strategy, and Tools (Third Edition). Springer.
Kumar, V., Reinartz, W. (2012). Customer Relationship Management: Concept, Strategy, and Tools (First Edition). Springer.
Kumar, V., Reinartz, W. (2012). Customer Relationship Management: Concept, Strategy, and Tools (Second Edition). Springer.
Lisnawati. (2015). The Influence Of Customer Relationship Managmenet On Customer Loyalty. Journal of Business Management Education, 2.
Long, C. S., Khalafinezhad, R., Ismail, W. K., & Rasid, S. Z. (2013). Impact of CRM Factors on Customer Satisfaction and Loyalty. Asian Social Science, 9, 247-253.
Lukas, A. P. (2006). Customer and Partner Relaltionship Management. Telematic Research Group.
Malhotra, Y. (1998). Knowledge Management , Knowledge Organizations & Knowledge Workers : A View from the Front Lines.
Micheels, E., & H. R, G. (2008). Market Orientation, Innovation and Entrepreneurship: An Empirical Examination of the Illinois Beef Industry. International Food and Agribusiness Management Review, 31-55.
Mohammad, J, M. (2011). Using Social Network Paradigm for Developing A Conceptual Framework In CRM. Australian Journal of Business and Management Research, 1(4), 63-71.
Naresh, K, M;. (2019). Marketing Research: An Applied Orientation, 7th Edition. Pearson.
Novyanti, R. (2018). Pengaruh Penerapan Customer Relationship Management (CRM) dan Penerimaan Nilai Pelanggan pada Kepuasan dan Loayalitas Pelanggan di Assalaam Syariah Hotel Solo. Yogyakarta.
Paul, G. (2010). CRM at the speed of light: social CRM strategies, tools, and techniques for engaging your customers. McGraw-Hill Education.
Pramesti, I. A., & Widagda, I. G. (2021). The Role of Customer Satisfaction Mediates Customer Relationship Management and Quality of Service to Customer Loyalty of Garuda Indonesia Domestic Airline. International Journal of Economics and Management Studies, 66-74.
Pramesti, I. A., & Widagda, I. N. (2021). The Role of Customer Satisfaction Mediates Customer Relationship Management and Qulaty of Service to Customer Loyalty of Garuda Indonesia Domestic Arline. International Journal of Economics and Management Study, 66-74.
Siyoto, S., & Sodik, M. A. (2015). Dasar Metodologi Penelitian. https://books.google.co.id/books?id=QPhFDwAAQBAJ.
Sugiono. (1999). Metode Penelitian Bisnis, ed. ke-. 30. Bandung: Alphabeta.
Sugiyono. (2010). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D . Bandung: Alfabeta.
Sugiyono. (2011). Metode Penelitian Pendidikan (Pendekatan Kuantitatif, Kualitatif, dan R&D). Bandung: Alfabeta.
Tjiptono, F. (2005). Pemasaran Jasa, Edisi Pertama. Malang: Bayumedia.
Tjiptono, F., Chandra, G. (2005). Service, Quality, & Satisfaction. Yogyakarta: Andi.
Yahya, D. K. (2009). Customer Loyality: Menumbuhkan & Mempertahankan Kesetiaan Pelanggan. Jakarta: Erlangga.
Yim, F., Anderson, R., & Swaminathan, S. (2005). Customer Relationship Management: Its Dimensions Andeffect on Customer Outcomes. Journal of Personal Selling & Sales Management, 24(4), 265-280.
Amir, M., Sayyed, M, A, A., Mohammad, F, A. (2015). Effect of Customer Relationship Management (CRM) on Performance of Small-Medium Sized Enterprises (SMEs) Using Structural Equations Model (SEM). International Journal of Academic Research in Accounting, Finance and Management Sciences, 5(2), 42-52.
Andersen, P. H. (2001). Relationship Development and Marketing Communication: An Integrative Model. Journal of Business & Industrial Marketing, 167-183.
Atmawati, R., M, Wahyudin. (2007). Analisis Pengaruh Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Matahari Department Store Di Solo Grand Mall. Jurnal Daya Saing.
Azzam, Z. A. (2014). The Impact of Customer Realionship Management on Customer Satisfaction in the Banking Industry - A Case of Jordan. European Journal of Bussiness and Management, 6, 99-112.
Budiono, H., Lai, P, S. (2017). Customer Relationship Management Implementation and its Implication to Customer Loyalty in Hospitality Industry. Jurnal Dinamika Manajemen, 92-107.
Cavaliere, L. P., Khan, R., Sundram, S., & Jainani, K. (2020). The Impact of Customer Relationsip management on Customer Satisfaction and Retention: The Mediation of Service Quality. Turkish Journal of Physiotherapy and Rehabilitation.
Chen, I. J., & Popovich, K. (2003). Understanding customer relationship management (CRM) People, process and technology. Business Process Management, 9, 672-688.
Chetioui, Y., & Abbar, H. (2017). Customer Relationship Management (CRM) in service firms: A model proposal to measure the impact of the implementation of CRM dimensions on Hotel Performance. International Journal of Scientific & Engineering Research , 289-306.
Deshpande, R., Farley, J., & Webster, F. (1993). Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis. Journal of Marketing, 57, 23-37.
Ed, P., Rob, B. (2014). Customer Relationship Management, 2nd Edition. Pearson.
Fandy, T. (2008). Service Management, Mewujudkan Layanan Prima. Yogyakarta: Andi Offset.
Ferdinand. (2006). Metode Penelitian Manajemen: Pedoman Penelitian untuk skripsi, Tesis dan Disertai Ilmu Manajemen. Semarang.
Ghafari, P., Karjalian, R., & Mashayekhnia, A. (2011). Studying the Relationship between Different Dimensions of CRM and Innovation Capabilities in Melli bank of Iran. World Academy of Science, Engineering and Technology, 906-910.
Ghozali, I. (2014). Structural Equation Modelling-Metode Alternatif dengan Partial Least Square, Edisi Keempat. Semarang: Badan Penerbit Universitas Diponegoro.
Griffin, J. (2003). Customer Loyalti: Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan. Terjemahan oleh Dwi Kartini Y, 2009. Jakarta: Erlangga.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate . http://www.pearsoned.co.uk/.
Hisman, S, S. (2011). Customer Relationship Management and Its Relationship to the Marketing Performance. Internasional Journal of Business and Social Science, 2(10).
Ilieska, K. (2013). Customer Satisfaction Index - as a Base for Startegic Marketing Management. TEM journal, 327-331.
Irawan, H. (2003). 10 Prinsip Kepuasan Pelanggan. Jakarta: PT Elex Media Komputindo.
Jalal, A. N., Bahari, M., & Tarofder, A. K. (2021, April 22). Transforming traditional CRM into social CRM: An empirical investigation.
Japarianto, et al. (2007). Analisa Kualitas Layana Sebagai Pengukur Loyalitas Pelanggan Hotel Majapahit Surabaya Dengan Pemasaran Relasional Sebagai Variabel Intervening. Dimensi Manajemen Perhotelan, 3 (1), 34-42. Retrieved April, 1, 2010, Kotler, P. (2005). Manajemen pemasaran. B. Jakarta: PT. Prenhallindo. .
Jayachandran, S., Sharma, S., & Kaufman, P. (2005). The Role of Relational Information Processes an Technology Use in Customer Relationship Management. SAGE Journal, 177-192.
kalakota, R., & Robinson, M. (2001). e-Business 2.0 Roadmap for Success. UAS: Addison-Wesley Professional.
Khan, R. U., Salamzadeh, Y., Iqbal, Q., & Yang, S. (2020). The impact of Customer relationship Management anda Company Reputation on Customer Loyalty: The Mediating Role of Customer Satisfaction. Journal of Relationship Marketing.
Khuong, M. N., & Dai, N. Q. (2016, October). The Factors Affecting Customer Satisfaction and Customer Loyalty — A Study of Local Taxi Companies in Ho Chi Minh City, Vietnam. International Journal of Innovation, Management and Technology, 7, 228 - 233.
King, S., & Burgess, T. (2008). Understanding success and failure in customer relationship management. Industrial Marketing Management, 421-431.
Kotler, P., & Amstorong, G. (2003). Principles of Marketing : 1th Edition. Jakarta: Indeks Gramedia.
Kotler, P., & Armstrong. (2005). Dasar-dasar Pemasaran. Prenhalindo.
kotler, P., & Armstrong, G. (2014). Principles of Marketing: 15th Edition. New Jersey: Prentice Hall, Inc.
Kotler, P., & Keller. (2006). Marketing Management. Saint Joseph’s University.
Kotler, P., & Keller, L. K. (2012). Marketing Management, 14th edition. New Jersey: Prentice Hall, Inc.
Kumar, A., Reinartz, W. (2018). Customer Relationship Management: Concept, Strategy, and Tools (Third Edition). Springer.
Kumar, V., Reinartz, W. (2012). Customer Relationship Management: Concept, Strategy, and Tools (First Edition). Springer.
Kumar, V., Reinartz, W. (2012). Customer Relationship Management: Concept, Strategy, and Tools (Second Edition). Springer.
Lisnawati. (2015). The Influence Of Customer Relationship Managmenet On Customer Loyalty. Journal of Business Management Education, 2.
Long, C. S., Khalafinezhad, R., Ismail, W. K., & Rasid, S. Z. (2013). Impact of CRM Factors on Customer Satisfaction and Loyalty. Asian Social Science, 9, 247-253.
Lukas, A. P. (2006). Customer and Partner Relaltionship Management. Telematic Research Group.
Malhotra, Y. (1998). Knowledge Management , Knowledge Organizations & Knowledge Workers : A View from the Front Lines.
Micheels, E., & H. R, G. (2008). Market Orientation, Innovation and Entrepreneurship: An Empirical Examination of the Illinois Beef Industry. International Food and Agribusiness Management Review, 31-55.
Mohammad, J, M. (2011). Using Social Network Paradigm for Developing A Conceptual Framework In CRM. Australian Journal of Business and Management Research, 1(4), 63-71.
Naresh, K, M;. (2019). Marketing Research: An Applied Orientation, 7th Edition. Pearson.
Novyanti, R. (2018). Pengaruh Penerapan Customer Relationship Management (CRM) dan Penerimaan Nilai Pelanggan pada Kepuasan dan Loayalitas Pelanggan di Assalaam Syariah Hotel Solo. Yogyakarta.
Paul, G. (2010). CRM at the speed of light: social CRM strategies, tools, and techniques for engaging your customers. McGraw-Hill Education.
Pramesti, I. A., & Widagda, I. G. (2021). The Role of Customer Satisfaction Mediates Customer Relationship Management and Quality of Service to Customer Loyalty of Garuda Indonesia Domestic Airline. International Journal of Economics and Management Studies, 66-74.
Pramesti, I. A., & Widagda, I. N. (2021). The Role of Customer Satisfaction Mediates Customer Relationship Management and Qulaty of Service to Customer Loyalty of Garuda Indonesia Domestic Arline. International Journal of Economics and Management Study, 66-74.
Siyoto, S., & Sodik, M. A. (2015). Dasar Metodologi Penelitian. https://books.google.co.id/books?id=QPhFDwAAQBAJ.
Sugiono. (1999). Metode Penelitian Bisnis, ed. ke-. 30. Bandung: Alphabeta.
Sugiyono. (2010). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D . Bandung: Alfabeta.
Sugiyono. (2011). Metode Penelitian Pendidikan (Pendekatan Kuantitatif, Kualitatif, dan R&D). Bandung: Alfabeta.
Tjiptono, F. (2005). Pemasaran Jasa, Edisi Pertama. Malang: Bayumedia.
Tjiptono, F., Chandra, G. (2005). Service, Quality, & Satisfaction. Yogyakarta: Andi.
Yahya, D. K. (2009). Customer Loyality: Menumbuhkan & Mempertahankan Kesetiaan Pelanggan. Jakarta: Erlangga.
Yim, F., Anderson, R., & Swaminathan, S. (2005). Customer Relationship Management: Its Dimensions Andeffect on Customer Outcomes. Journal of Personal Selling & Sales Management, 24(4), 265-280.
Published
2023-09-30
Section
Original Articles
Copyright (c) 2022 Veronika H. Purba, Siswono Siswono
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
