Proceedings of the 1ST Bengkulu International Conference on Economics, Management, Business and Accounting (BICEMBA 2023)

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The Effect of Customer Relationship Management on Customer Loyalty of Local Cosmetics in Indonesia

Authors
Inastasia Rifka1, Nurafni Rubiyanti2, *
1Business Administration, Telkom University, Bandung, Indonesia
2Business Administration, Telkom University, Bandung, Indonesia
*Corresponding author. Email: nrubiyanti@telkomuniversity.ac.id
Corresponding Author
Nurafni Rubiyanti
Available Online 21 December 2023.
DOI
10.2991/978-94-6463-328-3_15How to use a DOI?
Keywords
Customer Relationship Management; Customer Satisfaction; Customer Loyalty
Abstract

This paper uses customer relationship management to asses customer loyalty toward local cosmetics. The data for this study was gathered from 200 particular cosmetic customers. Variance-based structural equation modeling was applied to assess the association between customer relationship management, customer satisfaction, and customer loyalty. This study reveals that for local cosmetics, customer relationship management drives customer satisfaction and results in customer loyalty. This study provides an opportunity for local cosmetics managers to increase customer loyalty through customer relationship management. Cosmetic managers should build strong customer relationship management and create customer satisfaction. This is an early empirical study attempting to examine the link between customer relationship management and customer loyalty in local cosmetics products.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 1ST Bengkulu International Conference on Economics, Management, Business and Accounting (BICEMBA 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
21 December 2023
ISBN
978-94-6463-328-3
ISSN
2352-5428
DOI
10.2991/978-94-6463-328-3_15How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Inastasia Rifka
AU  - Nurafni Rubiyanti
PY  - 2023
DA  - 2023/12/21
TI  - The Effect of Customer Relationship Management on Customer Loyalty of Local Cosmetics in Indonesia
BT  - Proceedings of the 1ST Bengkulu International Conference on Economics, Management, Business and Accounting (BICEMBA 2023)
PB  - Atlantis Press
SP  - 127
EP  - 132
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-328-3_15
DO  - 10.2991/978-94-6463-328-3_15
ID  - Rifka2023
ER  -