Research Paper
Year: 2019 | Month: December | Volume: 6 | Issue: 12 | Pages: 146-155
Exploring the Influence Dimension of Customer Relationship Management on Customer Loyalty and Customer Satisfaction as Intervening Variable at Fast Food in Medan
Chairul Arif1, Yeni Absah2, Endang Sulistya Rini2
1Postgraduate Students, 2Postgraduate Lecturer,
Department of Management, Faculty of Economics and Business at Universitas Sumatera Utara, Indonesia
Corresponding Author: Chairul Arif
ABSTRACT
The growth of the business world has resulted in increasingly strong competition. All humans basically have the same needs, but because of culture, those needs come in different ways. Along with the welfare of society, then in meeting the needs, humans adjust to existing priorities. Indonesian people now tend to prefer to meet food needs by consuming those purchased from fast food restaurants, triggering more and more service companies to emerge. Research used questionnaire (quantitative research) in order to exploring CRM on customer loyalty and customer satisfaction as intervening variable. Data analysis techniques used are descriptive analysis method and path analysis. The population in this study was customers of Pizza Hut and Burger King in Medan. Total Sample analysis 140 customers, which consisted of 105 Pizza Hut customers and 35 Burger King customers. The results of the study provide direct empirical evidence that there is a positive and significant influence of people process technology on customer satisfaction. Indirect empirical evidence that there is a positive and significant influence of process technology on customer satisfaction. While the people variable indirectly has no significant effect on consumer loyalty.
Key words: People, Process, Technology, Customer Satisfaction, Customer Loyalty
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