The Effect Of Customer Relationship Management And Service Quality On Loyalty Through Satisfaction As A Mediating Variable At Bank Mandiri KC Cikampek Pupuk Kujang

The purpose of this study is to analyze the influence of customer relationship management (MHP) and service quality on customer loyalty with customer satisfaction as an intervening variable at Bank Mandiri KC Cikampek Pupuk Kujang. The method applied is in the form of a quantitative approach, with data obtained through the distribution of questionnaires on 120 customers determined by the use of purposive sampling techniques. The data test was carried out using Structural Equation Modeling (SEM) with the support of the SmartPLS application. The results of the analysis show that MHP and service quality have a positive or significant effect on customer loyalty. On the other hand, customer satisfaction also reveals its significant positive influence on customer loyalty. Customer satisfaction has been proven to be able to bridge the relationship between MHP and customer loyalty, but it does not act as a mediator in the relationship between service quality and customer loyalty.
The implications of this study show that increasing MHP is the main determinant in increasing the level of customer satisfaction and loyalty, while Service Quality plays a more direct role in maintaining loyalty. This research can be considered for banks in strengthening customer relationship strategies.

Keywords: Customer Relationship Management, Service Quality, Customer Satisfaction, Customer Loyalty