Importance of Customer Relationship Management in Customer Loyalty (Brangkal Offset of East Java, Indonesia)

Abstract

This study examines the importance of customer relationship management to increase customer loyalty. The study uses two years’ data on 71 customers (respondents)of Brangkal Offset chosen on the basis of a random sampling technique. Results of this investigation indicate that important aspects of customer relationship management are people, process, and technology both partially and simultaneously have an impact on the increase of customer loyalty.