THE INFLUENCE OF SERVICE QUALITY AND CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION AS A VARIABLE INTERVENING IN ADZKIA'S STUDYING MEDAN

Alwi Mujahid Dalimunthe; Nel Arianty

THE INFLUENCE OF SERVICE QUALITY AND CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION AS A VARIABLE INTERVENING IN ADZKIA'S STUDYING MEDAN

Alwi Mujahid Dalimunthe, Nel Arianty

Abstract

Customer loyalty has a positive impact on the company, consumers will repurchase a product or service from the company, because loyal consumers are an important asset for the Company. The aim of this research is to determine and analyze the influence of service quality and customer relationships Management of customer loyalty is mediated by customer satisfaction directly or indirectly. The approach used in this research is a causal approach. The population in this study were all Adzkia Medan tutoring students. The sample in this study used the Slovin formula as many as 74 Adzkia Medan tutoring students. The data collection technique in this research uses a questionnaire technique. The data analysis technique in this research uses a quantitative approach using statistical analysis using Auter Model Analysis, Inner Model Analysis and Hypothesis Testing. Data processing in this research uses the PLS (Partial Least Square) software program. The results of this research prove that directly service quality, customer relationship management and customer satisfaction have a significant effect on customer loyalty, service quality and customer relationship management have a significant effect on customer satisfaction , and indirectly customer satisfaction is able to mediate the effect of service quality and customer relationship management on customer loyalty at Adzkia Medan Tutoring.

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