The Effect of Customer Relationship Management on Customer Loyalty of Local Cosmetics in Indonesia

Inastasia Rifka and Nurafni Rubiyanti ()
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Inastasia Rifka: Telkom University, Business Administration
Nurafni Rubiyanti: Telkom University, Business Administration

A chapter in Proceedings of the 1st Bengkulu International Conference on Economics, Management, Business and Accounting (BICEMBA 2023), 2023, pp 127-132 from Springer

Abstract: Abstract This paper uses customer relationship management to asses customer loyalty toward local cosmetics. The data for this study was gathered from 200 particular cosmetic customers. Variance-based structural equation modeling was applied to assess the association between customer relationship management, customer satisfaction, and customer loyalty. This study reveals that for local cosmetics, customer relationship management drives customer satisfaction and results in customer loyalty. This study provides an opportunity for local cosmetics managers to increase customer loyalty through customer relationship management. Cosmetic managers should build strong customer relationship management and create customer satisfaction. This is an early empirical study attempting to examine the link between customer relationship management and customer loyalty in local cosmetics products.

Keywords: Customer Relationship Management; Customer Satisfaction; Customer Loyalty (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-328-3_15

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DOI: 10.2991/978-94-6463-328-3_15

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