Customer relationship management and brand image: Empirical evidence from marine export company in Indonesia

LISDA, RAHMASARI and Sofwan, Farisyi and Putri Akhsa, Nabila and Prasadja, Ricardianto and Tri Iriani, Eka Wahyuni and Ferdy, Trisanto and Moejiono, Moejiono and Arief, Rahman and Muhammad Taris, Hasibuan and Endri, Endri (2023) Customer relationship management and brand image: Empirical evidence from marine export company in Indonesia. Customer relationship management and brand image: Empirical evidence from marine export company in Indonesia. ISSN 2291-6830

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Abstract

This research aimed to analyze the direct and indirect influence of customer relationship management and brand image on customer loyalty in the marine export department of DSV Transport Indonesia through customer satisfaction. Customer Relationship Management in goods delivery was one of the essential variables to improve company service to satisfy its customers and impact their loyalty. Research with a quantitative approach uses the Path Analysis statistical tool. This research used quantitative methods with a sample of 199 companies. The key findings of this research stated that customer relationship management has a negative and insignificant effect on the satisfaction and loyalty of marine export customers of DSV Transport Indonesia. Thus, the changes occurring in the application of Customer Relationship Management in marine exports would not affect the satisfaction and loyalty of marine export customers of DSV Transport Indonesia. Based on the results of this research, it was stated that customer satisfaction was indirectly able to function as a mediator or mediate the indirect influence of Customer Relationship Management and brand image on the customer loyalty to marine exports of DSV Transport Indonesia

Item Type:	Article
Subjects:	Artikel Ilmiah Dosen
Depositing User:	AMNI Perpustakaan Semarang
Date Deposited:	21 Jun 2024 14:55
Last Modified:	21 Jun 2024 14:57
URI:	http://repository.unimar-amni.ac.id/id/eprint/5951

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