The Impact of Customer Relationship Management on Customer Loyalty with Customer Satisfaction as a Mediating Variable at Telkomsel Partner Outlets in Banjar City

https://doi.org/10.35912/ijamis.v3i1.3242
Published: Jul 29, 2025

Abstract:

Purpose: The internet's rise has made fast communication essential. This study explores how Telkomsel's CRM affects customer satisfaction, with loyalty as a mediating factor at partner outlets in Banjar City.

Research methodology: This quantitative study involved 145 purposively selected respondents and used SEM-PLS for data analysis. Results show that CRM positively affects customer satisfaction and lo yalty, with satisfaction also mediating the CRM–loyalty relationship.

Results: These results indicate the importance of CRM strategies in fostering long-term customer loyalty by enhancing satisfaction through personalized and responsive services. The study highlights the need for Telkomsel and similar companies to continually invest in CRM technologies and strategies to adapt to evolving customer needs and maintain a competitive edge in the telecommunications industry. alignment with user needs and characteristics.

Conlusion: CRM significantly enhances customer satisfaction and loyalty. Satisfaction also mediates the relationship between CRM and loyalty, highlighting the need for responsive and personalized services.

Limitation: The study is limited to Telkomsel outlets in Banjar City and uses purposive sampling, reducing generalizability. Other factors like service quality or brand trust were not examined.

Contribution: This study confirms the mediating role of satisfaction in CRM–loyalty links and offers practical insights for improving CRM strategies in the telecom sector.

Keywords:
1. Customer Loyalty
2. Customer Relationship Management
3. Customer Satisfaction
Authors:
1 . Mochamad Arif Rachman
2 . Maya Ariyanti
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How to Cite
Rachman, M. A. ., & Ariyanti, M. . (2025). The Impact of Customer Relationship Management on Customer Loyalty with Customer Satisfaction as a Mediating Variable at Telkomsel Partner Outlets in Banjar City. International Journal of Accounting and Management Information Systems, 3(1), 1–13. https://doi.org/10.35912/ijamis.v3i1.3242
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Issue & Section
Vol. 3 No. 1 (2025): February
Articles
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References

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    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. doi:https://doi.org/10.1080/15332667.2020.1840904

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    Rais, M. (2022). Pengaruh Customer Relationship Management (CRM) Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Pascabayar PT.Telkomsel Indonesia. Retrieved from

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    Sugiyono. (2019). Metode penelitian kuantitatif kualitatif dan R dan D.

    Susanti, S., Reniati, R., & Warlina, L. (2024). Analysis of service quality on consumer satisfaction data from the central statistics agency of Belitung Regency. Journal of Multidisciplinary Academic Business Studies, 2(1), 199-213. doi:https://doi.org/10.35912/jomabs.v2i1.2534

    Tani, A., de Sousa Saldanha, E., & Barreto, D. M. (2021). The role of Customer Satisfaction on the Relationship Between Service Quality, Price and Word of Mouth (WOM): The Experience of EDTL. EP in Dili, Timor-Leste. Timor Leste Journal of Business and Management, 3, 1-16. doi:https://doi.org/10.51703/bm.v3i2.53

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  1. Abdullah, S. S., Wahid, N. K. A., Razak, A. A., & Jan, M. T. (2024). The Influence of Electronic Customer Relationship Management (E-CRM) on Customer Satisfaction (CS) and Customer Loyalty (CL): A Pilot Study in Malaysian Private Institute of Higher Learning. Asian Journal of Research in Business and Management, 6(2), 58-70. doi:https://doi.org/10.55057/ajrbm.2024.6.2.5
  2. Afrialdo, R., Zulfanetti, Z., & Umiyati, E. (2020). Analisis Pendapatan Pedagang Pulsa dan Paket Data di Kabupaten Tanjung Jabung Barat (Studi Kasus Kecamatan Tungkal Ilir). E-Journal Perdagangan Industri Dan Moneter, 8(3), 113-126. doi:https://doi.org/10.22437/pim.v8i3.10028
  3. Analia Anggraini, M., Rapini, T., & Riawan, R. (2023). Analisis Rasio Keuangan Perusahaan Telekomunikasi yang Terdaftar di Bursa Efek Indonesia (BEI) pada Tahun 2016–2020. Goodwood Akuntansi dan Auditing Reviu, 1(2), 97-107. doi:https://doi.org/10.35912/gaar.v1i2.1865
  4. Ariyanti, M., & Rachmawati, M. (2007). Hubungan Customer Relationship Management (Crm) Dengan Loyalitas Pelanggan Bengkel Resmi Sepeda Motor Di Bandung. Paper presented at the The 1 st National Conference-Faculty of Economocal Widya Mandala Catholic University Surabaya.
  5. Asikin, D. D., & NurShyfa, E. (2023). Pengaruh Promosi dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan E-Wallet (Dana) di Kota Cimahi, Jawa Barat. Studi Ilmu Manajemen dan Organisasi, 4(2), 101-113. doi:https://10.35912/simo.v4i2.1306
  6. Atawara, A. J. G. (2015). Pengaruh Customer Relationship Management (Crm) Dan Kualitas Layanan Terhadap Loyalitas Pelanggan Pada Karaoke Keluarga Happy Puppy Di Surabaya. STIE Perbanas Surabaya.
  7. Daefid, D. (2017). Pengaruh Experiental Marketing terhadap Loyalitas Konsumen dan Dimediasi oleh Kepuasan Konsumen pada Jos Cafe Jombang. STIE PGRI Dewantara Jombang.
  8. Farooq, M. S., Salam, M., Fayolle, A., Jaafar, N., & Ayupp, K. (2018). Impact of Service Quality On Customer Satisfaction in Malaysia Airlines: A PLS-SEM approach. Journal of Air Transport Management, 67, 169-180. doi:https://doi.org/10.1016/j.jairtraman.2017.12.008
  9. Fiiwe, J., Egele, A., Ozo, J., & Obasiabara, B. (2023). Customer Relationship Management and Customers Repeat Purchase Behavior In Nigeria. Scholars Journal of Economics, Business and Management, 1, 19-28. doi:https://doi:10.36347/sjebm.2023.v10i01.002
  10. Gani, A. G. (2018). Pengenalan Teknologi Internet serta Dampaknya. JSI (Jurnal Sistem Informasi) Universitas Suryadarma, 2(2).
  11. Gita Rahmawati, G. R., Anis, W., Nikita, A., Liana, L., & Ana, N. (2024). Integrasi Teknologi Informasi dalam Pendidikan Akuntansi: Literature Review. Reviu Akuntansi, Manajemen, dan Bisnis, 4(2), 225-238. doi:https://doi.org/10.35912/rambis.v4i2.3790
  12. Gultom, D. K., Arif, M., & Fahmi, M. (2020). Determinasi Kepuasan Pelanggan terhadap Loyalitas Pelanggan melalui Kepercayaan. Maneggio: Jurnal Ilmiah Magister Manajemen, 3(2), 171-180. doi:https://doi.org/10.30596/maneggio.v3i2.5290
  13. Hassan, R. S., Nawaz, A., Lashari, M. N., & Zafar, F. (2015). Effect of Customer Relationship Management on Customer Satisfaction. Procedia Economics and Finance, 23, 563-567. doi:https://doi.org/10.1016/S2212-5671(15)00513-4
  14. Hussain, K., Fayyaz, M. S., Shamim, A., Abbasi, A. Z., Malik, S. J., & Abid, M. F. (2024). Attitude, Repurchase Intention and Brand Loyalty Toward Halal Cosmetics. Journal of Islamic Marketing, 15(2), 293-313. doi:https://doi.org/10.1108/JIMA-08-2022-0210
  15. Ibrahim, H. (2022). A Review on the Mechanism Mitigating and Eliminating Internet Crimes Using Modern Technologies: Mitigating Internet Crimes Using Modern Technologies. Wasit Journal of Computer and Mathematics Science, 1(3), 50-68. doi:https://doi.org/10.31185/wjcm.48
  16. Iskandar, P., & Wijaksana, T. I. (2015). Pengaruh Kualitas Pelayanan terhadap Loyalitas Pelanggan melalui Kepuasan sebagai Variabel Intervening pada Pengguna Jasa Transportasi PT. Tara Megah Muliatama (Taksi Gemah Ripah) Di kota Bandung. eProceedings of Management, 2(3).
  17. Kalalo, R. E. (2013). Customer Relationship Management dan Kualitas Pelayanan Pengaruhnya terhadap Loyalitas Konsumen PT. Matahari Dept. Store, Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 1(4). doi:https://doi.org/10.35794/emba.1.4.2013.2960
  18. Kasiri, L. A., Guan Cheng, K. T., Sambasivan, M., & Sidin, S. M. (2017). Integration of Standardization and Customization: Impact on Service Quality, Customer Satisfaction, and Loyalty. Journal of Retailing and Consumer Services, 35, 91-97. doi:https://doi.org/10.1016/j.jretconser.2016.11.007
  19. 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. doi:https://doi.org/10.1080/15332667.2020.1840904
  20. Legi, C. M., Tulung, J. E., & Pandowo, M. H. (2021). The Influence of Customer Orientation Perception and Service Quality to Customer Satisfaction on Matahari Department Store Manado Town Square. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 9(2). doi:https://doi.org/10.35794/emba.v9i2.33732
  21. Noventa, O. C. (2024). Transformasi Digital Perbankan: Implikasi Kualitas Layanan terhadap Loyalitas Pelanggan. Reviu Akuntansi, Manajemen, dan Bisnis, 4(2), 239-249. doi:https://doi.org/10.35912/rambis.v4i2.4138
  22. Osterrieder, P. (2021). Customer Relationship Management and the Value Network. In T. Friedli, P. Osterrieder, & M. Classen (Eds.), Managing Industrial Services: From Basics to the Emergence of Smart and Remote Services (pp. 115-133). Cham: Springer International Publishing.
  23. Rais, M. (2022). Pengaruh Customer Relationship Management (CRM) Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Pascabayar PT.Telkomsel Indonesia. Retrieved from
  24. Silalahi, U. (2018). Metodologi Analisis Data dan Interpretasi Hasil untuk Penelitian Sosial Kuantitatif: Refika Aditama.
  25. Sugiyono. (2019). Metode penelitian kuantitatif kualitatif dan R dan D.
  26. Susanti, S., Reniati, R., & Warlina, L. (2024). Analysis of service quality on consumer satisfaction data from the central statistics agency of Belitung Regency. Journal of Multidisciplinary Academic Business Studies, 2(1), 199-213. doi:https://doi.org/10.35912/jomabs.v2i1.2534
  27. Tani, A., de Sousa Saldanha, E., & Barreto, D. M. (2021). The role of Customer Satisfaction on the Relationship Between Service Quality, Price and Word of Mouth (WOM): The Experience of EDTL. EP in Dili, Timor-Leste. Timor Leste Journal of Business and Management, 3, 1-16. doi:https://doi.org/10.51703/bm.v3i2.53
  28. Tjiptono, F. (2015). Strategi Pemasaran. Retrieved from
  29. Wijaya, B. S. (2019). Analisis Pengaruh Customer Relationship Management terhadap Customer Satisfaction serta Customer Loyalty (Studi pada Kafe Damgo Makassar). Agora, 7(1).
  30. Yansah, R., Maulana, A., & Shihab, M. S. (2024). The Effect of Personal Selling and Relationship Marketing on Customer Loyalty and Customer Satisfaction as an Intervening Variable in PT. Welty Indah Perkasa Palembang Branch. Journal of Multidisciplinary Academic and Practice Studies, 2(3), 523-530. doi:https://doi.org/10.35912/jomaps.v2i3.2292