SHAHZAD, SYED KHURAM (2023) ANALYSIS OF THE EFFECT OF CUSTOMER RELATIONSHIP MARKETING PROGRAM ON CUSTOMER RETENTION WITH CUSTOMER SATISFACTION AS MEDIATING VARIABLE IN CV VAPOR CITY SEMARANG. Masters thesis, Universitas Katholik Soegijapranata Semarang.
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Abstract
This study aims to analyze the influence of relationship Customer Relationship Marketing Program on Customer Satisfaction. To analyze the influence of customer satisfaction on customer retention. To analyze Customer Satisfaction can mediate the influence of the Customer Relationship Marketing Program on Customer Retention. In this study, the population was used, namely all the customers of CV Vapor City, which were 150 respondents. The sampling technique in this study was purposive sampling method by determining certain criteria to be used as research samples. Based on the results of the analysis that has been carried out, the conclusions in this study are Customer Relationship Marketing Program positive effect on Customer Satisfaction. The results of this study are supported by respondents' responses to the Rel Customer Relationship Marketing Program variable which gets an average value of 3.682, which means that respondents agree with the statement on the Customer Relationship Marketing Program variable, Customer Satisfaction positive effect on Customer Retention. The results of this study are supported by respondents' responses to the Customer Satisfaction variable which gets an average value of 3.682, which means that the majority of respondents agree with the statement submitted on the Customer Satisfaction variable, and the variables of Customer Satisfaction can mediate the influence of the Customer Relationship Marketing Program on Customer Retention
| Item Type: | Thesis (Masters) |
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| Subjects: | 600 Technology (Applied sciences) > 650 Management > 658 Management > Marketing Management |
| Divisions: | Graduate Program in Management |
| Depositing User: | mr AM. Pudja Adjie Sudoso |
| Date Deposited: | 15 Mar 2023 06:11 |
| Last Modified: | 15 Mar 2023 06:11 |
| URI: | http://repository.unika.ac.id/id/eprint/31021 |
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