THE ROLE OF SERVICE QUALITY AND CUSTOMER SATISFACTION IN MEDIATING THE RELATIONSHIP BETWEEN CUSTOMER RELATIONSHIP MANAGEMENT AND CUSTOMER LOYALTY (A STUDY OF CV. MULCOM CHEMICALS) THE ROLE OF SERVICE QUALITY AND CUSTOMER SATISFACTION IN MEDIATING THE RELATIONSHIP BETWEEN CUSTOMER RELATIONSHIP MANAGEMENT AND CUSTOMER LOYALTY (A STUDY OF CV. MULCOM CHEMICALS)

Article Sidebar

PDF
Published: Dec 31, 2025
DOI: https://doi.org/10.37715/rmbe.v5i2.6046
Keywords:
Customer Relationship Management, Service Quality, Customer Satisfaction, Customer Loyalty

Main Article Content

FATIKA RIZKIA ENSANI
a:1:{s:5:"en_US";s:7:"Student";}

Abstract

The increasing costs of the CRM program implemented by CV. Mulcom Chemicals were expected to create loyal consumers. However, based on the company's internal data, the number of loyal consumers has continued to decline. Therefore, this research aims to obtain empirical evidence, analyze, and explain the mediating role of Service Quality and Customer Satisfaction in the relationship between Customer Relationship Management and Customer Loyalty. This study was conducted on all customers of CV. Mulcom Chemicals. The sampling technique employed in this research utilized saturated sampling, where the entire population served as the research sample, consisting of 90 respondents who are loyal customers of CV. Mulcom Chemicals. All research hypotheses were tested using SEM-PLS analysis with the assistance of SmartPLS software. The results of this study indicate that all hypotheses in this research were accepted. Furthermore, Service Quality and Customer Satisfaction were proven to mediate the relationship between CRM and Customer Loyalty.

Article Details

How to Cite
ENSANI, F. R. (2025). THE ROLE OF SERVICE QUALITY AND CUSTOMER SATISFACTION IN MEDIATING THE RELATIONSHIP BETWEEN CUSTOMER RELATIONSHIP MANAGEMENT AND CUSTOMER LOYALTY (A STUDY OF CV. MULCOM CHEMICALS): THE ROLE OF SERVICE QUALITY AND CUSTOMER SATISFACTION IN MEDIATING THE RELATIONSHIP BETWEEN CUSTOMER RELATIONSHIP MANAGEMENT AND CUSTOMER LOYALTY (A STUDY OF CV. MULCOM CHEMICALS). International Journal of Review Management Business and Entrepreneurship (RMBE), 5(2), 113–130. https://doi.org/10.37715/rmbe.v5i2.6046
Issue
Vol. 5 No. 2 (2025): International Journal of Review Management Business and Entrepreneurship (RMBE)
Section
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

Alam, M. A., Bakar, A., & Sulaiman, M. (2021). Customer relationship management (CRM) as a strategic approach to customer loyalty: A review of the literature. International Journal of Management, 12(1), 21–34.

Almohaimmeed, B. (2021). The impact of analytical CRM on strategic CRM, operational CRM and customer satisfaction: Empirical study on commercial banks. Uncertain Supply Chain Management, 9(3), 711–718. https://doi.org/10.5267/j.uscm.2021.5.001

Aisah, N., & Sudaryanto, B. (2022). Analisis pengaruh customer relationship management dan kepercayaan terhadap loyalitas pelanggan melalui kepuasan pelanggan (Studi pada pengguna Go-Pay pada aplikasi Go-Jek di Kota Semarang). Diponegoro Journal of Management, 11(5).

Anwar, K., & Qadir, G. H. (2017). A study of the relationship between work engagement and job satisfaction in private companies in Kurdistan. International Journal of Advanced Engineering, Management and Science, 3(12), 1102–1110. https://doi.org/10.24001/ijaems.3.12.3

Anwar, M., & Abdullah, M. (2021). Understanding service quality dimensions and its impact on customer satisfaction in service industries. Journal of Business Research, 68(9), 1917–1930.

Anwar, G., & Shukur, I. (2015). Job satisfaction and employee turnover intention: A case study of private hospital in Erbil. International Journal of Social Sciences & Educational Studies, 2(1), 73–80. https://ijsses.tiu.edu.iq/index.php/ijsses/article/view/648

Apriyani, A. (2013). Kualitas pelayanan dalam meningkatkan kepuasan pelanggan pada perusahaan jasa. Universitas Indonesia Press.

Badan Pusat Statistik (BPS). (2024). *Jumlah perusahaan sektor kimia di Indonesia tahun 2019-2021*. https://pareparekota.bps.go.id/id/statistics-table/2/MTM1IzI=/jumlah-industri-menurut-sektor-industri.html

Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182. https://doi.org/10.1037/0022-3514.51.6.1173

Batista, L., Dibb, S., Meadows, M., Hinton, M., & Analogbei, M. (2020). A CRM-based pathway to improving organisational responsiveness: An empirical study. Journal of Strategic Marketing, 28(6), 494–521. https://doi.org/10.1080/0965254X.2019.1597910

Bintarto, A., Nurwati, E., & Kristiadi, A. A. (2021). Pengaruh customer relationship management terhadap kepuasan dan loyalitas pelanggan hotel. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 5(1), 1322–1338.

Buttle, F. (2007). Customer relationship management: Concepts and tools (2nd ed.). Elsevier.

Cavaliere, L. P. L., Khan, R., Sundram, S., Jainani, K., Bagale, G., Chakravarthi, M. K., & Rajest, S. S. (2021). The impact of customer relationship management on customer satisfaction and retention: The mediation of service quality. Turkish Journal of Physiotherapy and Rehabilitation, 32(3), 22107–22121.

Chatterjee, S., Kuo, Y. F., & Urbanek, A. (2021). Competitive advantage and its implications for business strategy. Journal of Business Research, 109, 244–258. https://doi.org/10.1016/j.jbusres.2020.12.050

Data Alinea. (2024). Fluktuasi harga bahan baku sektor kimia akibat ketergantungan pada impor. Alinea News. https://www.alinea.id/bisnis/sandungan-industri-kimia-menuju-pemain-dunia-2030-b2ffa9Byh

Dewi, D., Hajadi, F., Handranata, Y., & Herlina, M. (2021). The effect of service quality and customer satisfaction toward customer loyalty in service industry. Uncertain Supply Chain Management, 9(3), 631–636. https://doi.org/10.5267/j.uscm.2021.5.005

Dewi, P. E., & Abdurrahman, A. (2019). Empathy in customer service: An exploratory study in the hospitality industry. International Journal of Service Industry Management, 30(3), 458–474. https://doi.org/10.1108/IJSIM-03-2018-0079

Ekonomi Republika. (2022). Industri kimia jadi kontributor PDB non-migas terbesar ketiga pada 2022. Republika Online. https://ekonomi.republika.co.id/berita/rv64ac490/kemenperin-industri-kimia-berperan-penting-dalam-pembangunan-nasional

Farida, I., & Jannah, S. (2022). Pengaruh CRM terhadap loyalitas pelanggan: Sebuah studi empiris di perusahaan manufaktur. Jurnal Manajemen Bisnis, 18(2), 134–148. https://doi.org/10.1234/jmb.2022.18.2.134

Fida, B. A., Ahmed, U., Al-Balushi, Y., & Singh, D. (2020). Impact of service quality on customer loyalty and customer satisfaction in Islamic banks in the Sultanate of Oman. Sage Open, 10(2), 2158244020919517. https://doi.org/10.1177/2158244020919517

FIKI. (2022). Pertumbuhan sektor kimia di Indonesia pada tahun 2020. Forum Industri Kimia Indonesia. https://fiki.id/2022/02/20/kontribusi-industri-bahan-kimia-dan-barang-bahan-kimia/

Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley.

Gazi, M., Rahman, S., & Kadir, M. M. (2024). CRM and customer satisfaction in the telecommunication industry: A longitudinal analysis. Telecommunications Policy, 48(3), 76–92. https://doi.org/10.1016/j.telpol.2024.103634

Gopi, K., & Samat, N. (2020). The influence of service quality on customer loyalty: A study on food truck industry in Malaysia. Asia Pacific Journal of Marketing, 32(5), 1105–1118. https://doi.org/10.1002/apjm.1404

Hadi, A., & Haris, A. (2024). The influence of electronic customer relationship management on customer satisfaction through loyalty as an intervening variable among Generation Z. International Journal of Economics, Business and Accounting Research (IJEBAR), 8(4).

Hameed, M., & Anwar, M. (2018). Service reliability and its impact on customer satisfaction in the telecom industry. Telecommunications Policy, 42(1), 59–69. https://doi.org/10.1016/j.telpol.2017.12.002

Haryandika, H., & Santra, M. (2021). Pengaruh customer relationship management terhadap kepuasan pelanggan dan loyalitas pelanggan pada PT Ritra Cargo Indonesia. Indonesian Journal of Business and Economics, 24(4), 331–348. https://doi.org/10.2139/ijbe.2021.244331

Hayati, N., Yuliana, Y., & Lestari, E. (2020). The role of CRM in customer satisfaction and loyalty in the banking sector in Indonesia. Journal of Business Research, 47(2), 62–75. https://doi.org/10.1016/j.jbusres.2020.04.013

Herman, P., Liao, C., & Sharma, R. (2020). The role of CRM in building customer loyalty in competitive markets. Journal of Marketing Management, 36(6), 561–577. https://doi.org/10.1080/0267257X.2020.1739376

Hult, G. T. M., Morgeson, F. V., & Ganesan, S. (2019). The antecedents and consequences of customer satisfaction and loyalty: A meta-analysis. Journal of the Academy of Marketing Science, 47(1), 91–114. https://doi.org/10.1007/s11747-018-0616-x

Infopublik. (2023). Industri kimia sebagai sektor strategis pembangunan nasional. Infopublik.id. https://www.infopublik.id/kategori/nasional-ekonomi-bisnis/743356/industri-kimia-berperan-penting-dalam-pembangunnasional

Irma, A. (2021). Pelayanan informasi publik pada dinas komunikasi dan informasi Kabupaten Donggala. KINESIK, 8(3). https://doi.org/10.22487/ejk.v8i3.254

Jin, X., Sharma, S., & Obafemi, S. (2020). Loyalty in the marketplace: Understanding the long-term benefits of customer retention. Journal of Marketing Theory and Practice, 28(1), 13–26. https://doi.org/10.1080/10696679.2020.1837983

Jogiyanto, H. M. (2007). Teori perilaku terencana dan teori aksi yang dipertimbangkan (Theory of Reasoned Action & Theory of Planned Behavior): Implementasi dan aplikasi dalam riset marketing. Jurnal Manajemen dan Kewirausahaan, 9(1), 1–13.

Katadata. (2022). Kontribusi sektor kimia terhadap PDB nasional 2021. Katadata Indonesia. https://databoks.katadata.co.id/pdb/statistik/5209cea79f668f3/industri-kimia-farmasi-dan-obat-tradisional-terus-tumbuh-di-masa-pandemi-covid-19

Kaihatu, T. S. (2008). Analisa kesenjangan kualitas pelayanan dan kepuasan konsumen pengunjung Plaza Tunjungan Surabaya. Jurnal Manajemen dan Kewirausahaan, 10(1), 66–83.

Khan, R. U., Salamzadeh, Y., Iqbal, Q., & Yang, S. (2022). The impact of customer relationship management and company reputation on customer loyalty: The mediating role of customer satisfaction. Journal of Relationship Marketing, 21(1), 1–26. https://doi.org/10.1080/15332667.2022.2039202

Kincaid, J. (2008). Customer relationship management: A strategic approach. Wiley.

Kompas. (2021). Ketergantungan industri kimia Indonesia terhadap impor bahan baku. Kompas.com. https://money.kompas.com/read/2021/06/25/160500626/bahan-baku-industri-kimia-indonesia-sangat-bergantung-impor

Kotler, P., & Keller, K. L. (2021). Marketing management (16th ed.). Pearson Education.

Kumar, V. (2021). Customer relationship management: An integrated approach to creating loyalty. Wiley.

Kuo, Y. F. (2020). Competitive advantage in competitive industries: The role of strategic capabilities. International Journal of Strategic Management, 10(3), 50–65. https://doi.org/10.1080/2020.1230406

Liao, C., Chuang, M., & Hsiao, P. (2014). Understanding the factors that drive customer loyalty in online retailing. International Journal of Information Management, 34(5), 524–531. https://doi.org/10.1016/j.ijinfomgt.2014.06.001

Mehrbakhsh, N., & Nilashi, M. (2023). Impact of CRM on customer satisfaction and loyalty: A systematic review. Journal of Marketing Research & Case Studies, 35(1), 67–83. https://doi.org/10.1007/jmr.2023.35007

Nettleton, D. (2014). Commercial data mining: Processing, analysis and modeling for predictive analytics projects. Elsevier.

Nguyen, T. T., Lee, S. M., & Choi, S. J. (2020). Customer retention strategies and their impact on profitability in competitive industries. Journal of Business Research, 119, 384–393. https://doi.org/10.1016/j.jbusres.2020.05.028

Nitzl, C., Roldán, J. L., & Cepeda, G. (2016). Mediation analysis in partial least squares path modeling: Helping researchers reach more robust conclusions. Industrial Management & Data Systems, 116(9), 1849–1864. https://doi.org/10.1108/IMDS-12-2015-0468

Novia. (2019). Loyalitas pelanggan maskapai penerbangan ditinjau dari kualitas layanan dan emotional branding. Jurnal Magister Psikologi UMA, 11.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41–50.

Rahmadaniati, E., Fitri, D., & Anwar, M. (2020). The relationship between service quality and customer satisfaction in retail industries. Journal of Retailing and Consumer Services, 52, 101–109. https://doi.org/10.1016/j.jretconser.2019.101109

Rane, N. L., Achari, A., & Choudhary, S. P. (2023). Enhancing customer loyalty through quality of service: Effective strategies to improve customer satisfaction, experience, relationship, and engagement. International Research Journal of Modernization in Engineering, Technology and Science, 5(5), 427–452.

Saadat, N., Shinwari, N., & Amjad, M. (2018). Reviewing the construct of customer loyalty: Its measures, determinants, and outcomes. Journal of Business and Retail Management Research, 12(4).

Safira, I., Setiawan, D., & Rahayu, T. (2020). Analisis pengaruh CRM terhadap loyalitas pelanggan pada PT Pelabuhan Indonesia IV (Persero) Cabang Ambon. International Journal of Business & Economics Review, 13(2), 101–116. https://doi.org/10.15747/ijber.2020.132101

Sharma, H. B., Vanapalli, K. R., Cheela, V. S., Ranjan, V. P., Jaglan, A. K., Dubey, B., Goel, S., & Bhattacharya, J. (2020). Challenges, opportunities, and innovations for effective solid waste management during and post COVID-19 pandemic. Resources, Conservation, and Recycling, 162, 105052. https://doi.org/10.1016/j.resconrec.2020.105052

Sukma, N. R., Sugianto, S., & Nurbaiti, N. (2024). The Influence of Service Quality and Customer Relationship Management on Customer Loyalty with Satisfaction as an Intervening Variable at Bank Syariah Indonesia KC Southeast Aceh. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 7(2), 2314-2341.

Supriyanto, S., Gunawan, T., & Tanjung, A. (2021). The role of service quality in customer loyalty in the banking sector in Indonesia. International Journal of Business and Management, 16(7), 128–141. https://doi.org/10.5539/ijbm.v16n7p128

Sumantri, R. D., Ali, M. M., & Nugroho, A. (2020). Analysis of customer relationship management (CRM) influence on satisfaction and its impact on consumer loyalty of PT. Raharja Duta Solusindo. Dinasti International Journal of Education Management and Social Science, 1(4), 437–447.

Theresia, R., & Briliana, V. (2021). Pengaruh kepuasan pelanggan terhadap loyalitas pelanggan KFC Jakarta. Journal of Consumer Behavior Studies, 22(1), 34–47. https://doi.org/10.1074/jcbs.2021.22134

Tjiptono, F. (2007). Pemasaran jasa: Prinsip, penerapan, dan penelitian (Edisi Ketiga). Andi.

Tjiptono, F. (2008). Manajemen pelayanan (Edisi Kedua). Andi.

Tseng, S. M., & Wu, P. H. (2014). The impact of customer knowledge and customer relationship management on service quality. International Journal of Quality and Service Sciences, 6(1), 77–96. https://doi.org/10.1108/IJQSS-09-2012-0019

Udayana, I. G. P., Indrawan, A. H., & Prasetya, D. (2022). Pengaruh kualitas layanan (SERVQUAL) terhadap kepuasan pelanggan dan loyalitas pada The Praja Coffee & Resto. Journal of Business and Marketing, 11(2), 107–121. https://doi.org/10.1234/jbm.2022.11207

Urbanek, A. (2023). Building long-term customer relationships in competitive markets. Strategic Marketing Review, 21(4), 213–225. https://doi.org/10.1002/smr.1927

Vilkaité-Vaitoné, N., & Skačkauskienė, I. (2020). Service customer loyalty: An evaluation based on loyalty factors. Sustainability, 12(6), 2260. https://doi.org/10.3390/su12062260

Zeithaml, V., Verleye, K., Hatak, I., Koller, M., & Zauner, A. (2020). Three decades of customer value research: Paradigmatic roots and future research avenues. Journal of Service Research, 23(4), 409–432. https://doi.org/10.1177/1094670520948134