AnalysisoftheEffectofCustomerRelationshipManagement,ServiceQualityand Word of Mouth on e-Commerce Customer Loyalty through Customer Satisfactionasa Mediator

AnalysisoftheEffectofCustomerRelationshipManagement,ServiceQualityand Word of Mouth on e-Commerce Customer Loyalty through Customer Satisfactionasa Mediator

CustomerRelationshipManagement,ServiceQuality,WordofMouth, Loyalty, Customer Satisfaction

Customer satisfaction is a comprehensive assessment of service and as a result of the comparison between customer expectations and perceptions of actual service performance. The purpose of this study is to see the effect of the independent and dependent variables, using quantitative methods with the help of SmartPLS software. The results of this study indicate that CRM directly affects SQU and LOY, the SQU variable affects SAT and SQU has no effect on LOY, the WIM variable affects SQU and LOY, andSAT affects LOY. In indirect testing, the independent variables, namely CRM, SQU, and WOM, have an effect on SAT which is moderated by LOY

MuphiminMuphimin1,WidartoRachbini2

https://dinastipub.org/DIJEFA/article/view/3079/1931

PancasilaUniversity

July 26th2024

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