Pengaruh Customer Relationship Management (CRM) Terhadap Kepuasan Pelanggan

Abstrak

This study aims to analyze the influence of Customer Relationship Management (CRM) on customer satisfaction using a literature review approach. CRM is an essential strategy for managing interactions between companies and customers to enhance loyalty, retention, and customer experience. This literature review examines ten recent studies discussing CRM, service quality, corporate image, digitalization, and customer satisfaction as a mediating variable. The analysis results indicate that CRM has a positive effect on customer satisfaction, especially when implemented holistically and integrated with service quality, corporate image, and digital strategies. Customer satisfaction serves as a mediating variable connecting CRM implementation with long-term customer behavior, including loyalty and retention. Additionally, digital CRM (e-CRM) proves to enhance interaction effectiveness, strengthen customer experience, and increase overall satisfaction. This study highlights the strategic and comprehensive application of CRM as crucial for companies facing competitive markets and provides practical recommendations for improving customer satisfaction. Furthermore, it identifies research gaps regarding the specific impact of CRM across various industries, offering new contributions through a comprehensive synthesis of the literature.