Pengaruh CRM Terhadap Customer Loyalty Yang Di Moderasi Dengan Customer Trust Pada Segmen RMS PT.Telkom
Abstract
Saat ini persaingan industri telekomunikasi dan penyedia layanan internet semakin meningkat dan beragam. Oleh
karena itu, PT.Telkom harus memiliki strategi untuk tetap bertahan dan memenangkan persaingan di industri
penyedia layanan internet. Salah satunya dengan mengoptimalkan manajemen hubungan pelanggan agar dapat
meningkatkan kepercayaan dan juga loyalitas. Penelitian ini bermaksudkan untuk mengetahui dan menganalisis
bagaimana manajemen hubungan pelanggan berdampak pada customer loyalty yang dimoderasi dengan customer
trust di PT.Telkom. Hasil penelitian ini didapatkan, komponen yang terdapat di CRM berdampak positif terhadap
customer loyalty. Customer trust tidak memoderasi seluruh komponen CRM (customer knowledge, customer
orientation, customer engagement).
Keyword-customer relationship management, customer loyalty, customer trust, B2B, Telkom
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