The Role of Customer Relationship Management (Crm) and Service Quality Expectation in Increasing Customer Satisfaction through Company Image (Study at Perumda Air Minum Tirta Sewakadarma Denpasar)

In an era of increasingly fierce competition, companies in the service sector must prioritize customer satisfaction to survive, compete, and gain market share.Customer satisfaction is a dynamic condition influenced by customer expectations that continue to increase and the company's limited ability to fulfill them (Kotler et al., 2019).According to Khan et al. (2022), managing long-term relationships with customers and increasing loyalty and satisfaction can be achieved through the implementation of Customer Relationship Management (CRM).Customer satisfaction is defined as a feeling of pleasure or disappointment that arises after the customer compares the performance of the product or service with his expectations (Kotler et al., 2019).Assessment of service quality, which includes the level of comfort related to meeting customer needs, is closely related to consumer satisfaction (Hasfar & Noorlitaria, 2020).High service quality is considered one of the main factors affecting customer satisfaction and loyalty (Saleem et al., 2016).In the context of CRM, Sigala (2018) states that effective social CRM implementation can encourage customer dialog and engagement, ultimately improving customer experience.Research by Keshavarz et al. (2016) shows that customer expectations have a significant influence on perceived quality and customer loyalty, although they do not always have a significant effect on customer satisfaction.Meanwhile, Bungatang & Reynel (2021) confirmed that service quality has a significant influence on customer satisfaction, where dimensions such as reliability and assurance are determining factors.This study is motivated by the importance of understanding the factors that influence customer satisfaction, particularly at Perumda Air Minum Tirta Sewakadarma Denpasar.Fluctuations in customer satisfaction are a central issue that can threaten the company's stability and growth.Therefore, this study aims to analyze the impact of Customer Relationship Management (CRM) and service quality expectations on customer satisfaction with the mediation of corporate image.The research method used is quantitative with a cross-sectional design.Data were collected through a questionnaire survey and analyzed using Structural Equation Modeling (SEM).The results of the study indicate that CRM and service quality expectations significantly affect customer satisfaction, which directly enhances corporate image.Corporate image is proven to be a significant mediator in linking CRM and service quality expectations with customer satisfaction.Recommendations for Perumda Air Minum Tirta Sewakadarma include improving relationship quality and service expectations through enhanced CRM and service personalization.Future research is recommended to use a longitudinal design to understand changes in customer behavior over time.