The Effect of Customer Relationship Management on Brand Loyalty: A Case Study on the Body Shop Indonesia’s Customers

Proceedings of the 4th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2019) Pub Date : 2020-03-10 DOI:10.2991/aebmr.k.200305.163

Vidyarini Dwita, Megawati, Puspa Leni, Jumiatul Mulya

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Abstract

Padang, Indonesia,  jumiatulmulya89@gmail.com Abstract This study aims to analyze the benefits of Customer Relationship Management (CRM) on Brand Loyalty for cosmetic consumers of The Body Shop Indonesia. The main idea of CRM is to share benefits to customers, allow it to complicate competition costs, encourage companies to increase customer loyalty to a product brand. Multiple regression analysis is applied to analyze the relationship between CRM on Brand Loyalty. The questionnaire was distributed to respondents by using self-administrative questionnaire and purposive sampling. Numbers of samples are 110 people and they are The Body Shop members. The results portrays that CRM which are Continuity Marketing, One-to-One Marketing along with Partnering Program have positive and significant regarding to a variable. To obtain the collected data, then it used validity and reliability tests. Validity test uses correlation value, Corrected Item-Total Correlation.

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顾客关系管理对品牌忠诚度的影响:以印尼美体小铺顾客为例

摘要本研究旨在分析客户关系管理(CRM)对the Body Shop印尼化妆品消费者品牌忠诚度的影响。客户关系管理的主要思想是与客户分享利益，允许它使竞争成本复杂化，鼓励公司提高客户对产品品牌的忠诚度。运用多元回归分析方法分析了客户关系管理与品牌忠诚度之间的关系。问卷采用自我管理问卷和目的抽样的方式发放。样本的数量是110人，他们都是The Body Shop的会员。结果表明，CRM是连续性营销，一对一营销以及合作伙伴计划，对于一个变量具有积极和显著的意义。对收集到的数据进行了效度和信度检验。效度检验采用相关值，校正项目-总相关。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Proceedings of the 4th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2019)

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