The Effect of Customer Relationship Management (CRM) on Customer Satisfaction and Customer Loyalty at the SMEs

This study aims to analyze the effect of Customer Relationship Management (CRM) on customer satisfaction and customer loyalty at Cafe Kampus Tiga. In the context of the food and beverage industry, the implementation of effective Customer Relationship Management is expected to increase positive interactions with customers, strengthen long-term relationships, and encourage customers to continue to return. This study uses a quantitative approach. Data were collected through questionnaires distributed to 83 respondents who are Cafe Kampus Tiga customers. The analysis technique used is path analysis with SPSS software. The results of this study indicate that Customer Relationship Management has a significant effect on customer satisfaction. Customer Relationship Management has a significant effect on customer loyalty. Customer satisfaction has a significant effect on customer loyalty. Customer Relationship Management has a significant effect on customer loyalty through customer satisfaction.