THE ROLE OF CUSTOMER SATISFACTION IN MEDIATION THE INFLUENCE OF CUSTOMER RELATIONSHIP MARKETING ON CUSTOMER LOYALTY BANK SULUTGO
(a*) Nova Christian Mamuaya, (b) Safitri Siregar

a*, b) Faculty of Economic and Business, Manado State University

Abstract

The purpose of this study was to determine the role of customer satisfaction in mediating the influence of customer relationship marketing on customer loyalty at Bank SulutGo Lolak Bolaang Mongondow Branch Office. The sample of this study was 50 people, the data collection technique used a questionnaire with a Likert scale and path analysis techniques for data analysis. The results show that customer relationship marketing has a significant effect on customer satisfaction, customer relationship marketing has a significant effect on customer loyalty and customer satisfaction has a significant effect on customer loyalty. The results also show that customer satisfaction mediates the indirect effect of customer relationship marketing on customer loyalty.

Keywords: customer relationship marketing, customer satisfaction, customer loyalty, Bank SulutGo

Topic: Optimization Research Based on Local Resources