https://goodwoodpub.com/index.php/ijamis <p align="justify">The International Journal of Accounting and Management Information Systems (IJAMIS) is an international, peer-reviewed, and scholarly journal, which publishes well-developed articles that examine the rapidly evolving relationship between accounting and information technology as well as between management and information technology. A vital aim of IJAMIS is to bridge the gap between theory and practice of accounting and management information systems.</p> Goodwood Publishing en-US International Journal of Accounting and Management Information Systems 2656-2448 <p>Authors who publish with this journal agree to the following terms:</p> <ol> <li class="show">Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a&nbsp;<a href="http://creativecommons.org/licenses/by-sa/4.0/" target="_blank" rel="noopener">Creative Commons Attribution License (CC BY-SA 4.0)</a>&nbsp;that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.</li> <li class="show">Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.</li> <li class="show">Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.</li> </ol> https://goodwoodpub.com/index.php/ijamis/article/view/3242 <p><strong>Purpose:</strong> 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.</p> <p><strong>Research </strong><strong>methodology</strong>: 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.</p> <p><strong>Result</strong><strong>s:</strong> 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.</p> <p><strong>Conslusion:</strong> CRM significantly enhances customer satisfaction and loyalty. Satisfaction also mediates the relationship between CRM and loyalty, highlighting the need for responsive and personalized services.</p> <p><strong>Limitation:</strong> 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.</p> <p><strong>Contribution:</strong> This study confirms the mediating role of satisfaction in CRM–loyalty links and offers practical insights for improving CRM strategies in the telecom sector.</p> Mochamad Arif Rachman Maya Ariyanti Copyright (c) 2025 Mochamad Arif Rachman, Maya Ariyanti https://creativecommons.org/licenses/by-sa/4.0 2025-07-29 2025-07-29 3 1 1 13 10.35912/ijamis.v3i1.3242