Impact of PT. Central Proteinaprima Customer Relationship Management Towards Customer Loyalty in Sidoarjo Area

Abstract

Customer Relationship Management is considered as an important factor that can impact customer loyalty in purchasing a product. In Sidoarjo, PT. Central Proteinaprima, a fish feed company, also competes with other companies to attract customer loyalty. This research is conducted with the aim to find out the effect of customer relationship management on customer loyalty. The data was gathered using simple random sampling by distributing questionnaires to 150 respondents in Sidoarjo. The data was analyzed by using Multiple Linear Regression Analysis. The result shows that customer relationship management simultaneously has significant impact on customer loyalty. Furthermore, the result also shows that interaction management, relationship development, quality of services, and behavior of employees have significant impact toward customer loyalty