Boosting customer loyalty through marketing distribution, customer experience management and customer relationship management

Abstract

This study aims to analyze the effect of marketing distribution on customer experience management (CEM), customer relationship management (CRM), and customer loyalty. This study also analyzes the effect of CEM and CRM on customer loyalty. This study uses quantitative methods with a population of all BPRS (Sharia People's Financing Bank) customers in the Cirebon area, West Java. The sample in this study was taken through the purposive sampling method regarding sampling criteria tailored to the research objectives. From the sampling process, we obtained 185 respondents who met the criteria and became the research sample. Data were collected through the distribution of questionnaires and analyzed using a structural equation model with Smart-PLS 3. The analysis shows that marketing distribution positively affects customer experience management, customer relationship management and customer loyalty. Furthermore, customer experience management and customer relationship management are also proven to positively affect customer loyalty. Conclusion: It is concluded that marketing distribution has an important role in improving CEM, CRM and customer loyalty. This research proves that the implementation of good marketing distribution can encourage consumer interest in the company's products and services and build customer loyalty.