The Role of Customer Relationship Management to Strengthen Customer Satisfaction Using Product Innovation and Customer Value as Intervening Variable

Department of Management, Faculty of Economic and Business, Universitas Muhammadiyah Yogyakarta, Indonesia

^* Corresponding author: radyan.dananjoyo@umy.ac.id

Abstract

The main goals of this study is to examine two main points: (1) CRM's effect on CS; and (2) PI and CV's possible mediating role in these interactions. The poll, conducted for customers of an Indonesian building material retailer, used a purposive sample of 170 respondents. Structural equation modelling (SEM), which uses the PLS SEM application package, is the analytical method used. The study's primary conclusions show that CRM has a positive and significant impact on PI and CV. As a result, CRM has a big impact on CS in the building material retail sector. More significantly, the mediation investigation demonstrated that. PI and CV act as mediators in the link between CRM and CS. In conclusion, this study adds a great deal by showing that PI and CV have a significant positive connection.