Main Article Content
Abstract
This study aims to analyze the impact of Customer Relationship Management (CRM) on
customer loyalty at PT. Angkasa Pura Logistik. CRM is measured through three main
dimensions: commitment, communication, and service quality. Customer satisfaction
variables are used as mediation. Data were obtained from 55 respondents through
questionnaires and analyzed using path analysis. The results showed that commitment and
communication had a significant effect on loyalty, while service quality was significant on
customer satisfaction. However, customer satisfaction did not have a direct effect on customer
loyalty, indicating that loyalty was more influenced by barriers to switching to other services
Keywords
customer relationship management
customer satisfaction
customer loyalty
logistics industry