THE EFFECT OF CUSTOMER RELATIONSHIP ON LOYALTY THROUGH CUSTOMER TRUST AND WORD OF MOUTH - SURVEY ON JAVA DANCER COFFEE ROASTER CUSTOMERS IN MALANG CITY, INDONESIA

Mellisa Cita, S. Sunaryo, Agung Yuniarinto

Abstract


The purpose of this study is to provide empirical evidence about customer trust and word of mouth as a mediator of the effect of customer relationship marketing on customer loyalty. The population of this research is the customers of Java Dancer Coffee Roaster in Malang City and the sample size is 140 respondents. The analysis technique in this research is Structural Equation Modeling (SEM). The results showed that Customer relationship marketing by focusing on long-term customers continuously contributes to increasing customer loyalty and trust. Customers who have the confidence that Java Dancer Coffee Roaster contributes to Java Dancer Coffee Roaster customer loyalty. Customer trust is not able to act as a mediator of the indirect effect of the effect of customer relationship marketing on customer loyalty. Customer relationship marketing by focusing on long-term customers continuously contributes to increasing the word of mouth of Java Dancer Coffee Roaster in Malang City. Word of mouth affects customer loyalty at Java Dancer Coffee Roaster in Malang City. Word of mouth is not able to act as a mediator of the indirect effect of the effect of customer relationship marketing on customer loyalty.

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customer relationship marketing, customer trust, word of mouth, and customer loyalty

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References


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DOI: http://dx.doi.org/10.46827/ejmms.v5i4.903

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