Authors :
Yoppy Setyo Duto; Evi Yulianti
Volume/Issue :
Volume 8 - 2023, Issue 7 - July
Google Scholar :
https://bit.ly/3TmGbDi
Scribd :
https://tinyurl.com/3bmf2mc2
DOI :
https://doi.org/10.5281/zenodo.8181291
Abstract :
In the current era of globalization, business
competition in every field of industries tends to be tighter.
Therefore, it is important to maintain customer loyalty so
that customers will not shift to the competitors. This case
also applies for Mitsubishi Power Indonesia (MPI), as one
of the biggest manufacturing companies that engaged in
the power generation sector in Indonesia. In this study,
we analyse the effect of four variables, i.e., product
quality, service quality, customer relationship
management (CRM), and price, on customer loyalty of
MPI with and without using customer satisfaction as an
intervening variable. This analysis was performed to have
better understanding on the customers of MPI in terms of
the factors that are important to maintain their loyalty.
The results show that there is no significant effect of
product quality, service quality, CRM, and price on
customer loyalty with and without using customer
satisfaction as an intervening variable. The significance is
only found for the effect of customer satisfaction on
customer loyalty. Here, customer satisfaction is shown to
directly influence customer loyalty positively.
Keywords :
Product Quality; Service Quality; CRM; Customer Relationship Management; Price; Customer Satisfaction; Customer Loyalty; Mitsubishi Power Indonesia
In the current era of globalization, business
competition in every field of industries tends to be tighter.
Therefore, it is important to maintain customer loyalty so
that customers will not shift to the competitors. This case
also applies for Mitsubishi Power Indonesia (MPI), as one
of the biggest manufacturing companies that engaged in
the power generation sector in Indonesia. In this study,
we analyse the effect of four variables, i.e., product
quality, service quality, customer relationship
management (CRM), and price, on customer loyalty of
MPI with and without using customer satisfaction as an
intervening variable. This analysis was performed to have
better understanding on the customers of MPI in terms of
the factors that are important to maintain their loyalty.
The results show that there is no significant effect of
product quality, service quality, CRM, and price on
customer loyalty with and without using customer
satisfaction as an intervening variable. The significance is
only found for the effect of customer satisfaction on
customer loyalty. Here, customer satisfaction is shown to
directly influence customer loyalty positively.
Keywords :
Product Quality; Service Quality; CRM; Customer Relationship Management; Price; Customer Satisfaction; Customer Loyalty; Mitsubishi Power Indonesia
