The Effect of Customer Relationship Management on Brand Loyalty: A Case Study on the Body Shop Indonesia’s Customers

DOI

10.2991/aebmr.k.200305.163How to use a DOI?

Keywords

Brand Loyalty, Customer Relationship Management, Customer Loyalty

Abstract

This study aims to analyze the benefits of Customer Relationship Management (CRM) on Brand Loyalty for cosmetic consumers of The Body Shop Indonesia. The main idea of CRM is to share benefits to customers, allow it to complicate competition costs, encourage companies to increase customer loyalty to a product brand. Multiple regression analysis is applied to analyze the relationship between CRM on Brand Loyalty. The questionnaire was distributed to respondents by using self-administrative questionnaire and purposive sampling. Numbers of samples are 110 people and they are The Body Shop members. The results portrays that CRM which are Continuity Marketing, One-to-One Marketing along with Partnering Program have positive and significant effect on Brand Loyalty.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Vidyarini Dwita
AU  - Megawati
AU  - Puspa Leni
AU  - Jumiatul Mulya
PY  - 2020
DA  - 2020/03/10
TI  - The Effect of Customer Relationship Management on Brand Loyalty: A Case Study on the Body Shop Indonesia’s Customers
BT  - Proceedings of the 4th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2019)
PB  - Atlantis Press
SP  - 944
EP  - 954
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200305.163
DO  - 10.2991/aebmr.k.200305.163
ID  - Dwita2020
ER  -