文章基本信息

标题：Customer Relationship Marketing and Brand Image in Establishing Satisfaction and Loyalty of Advertisers
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作者：Hanny Shabrina ; Didik J Rachbini ; Endi Rekarti 等
期刊名称：European Journal of Business and Management
印刷版ISSN：2222-2839
电子版ISSN：2222-2839
出版年度：2020
卷号：12
期号：29
页码：54-63
DOI：10.7176/EJBM/12-29-07
出版社：The International Institute for Science, Technology and Education (IISTE)
摘要：This research purpose is to analyse the impact between brand image and CRM (Customer Relationship Marketing) towards the satisfaction of advertisers and the implications towards customer loyalty, with the case study of Metro TV advertiser. The data collection method that was used in this study is the explanatory approach and survey in forms of questionnaire. The measurements are using Likert 1-5 scale. The populations in this research are all the clients or sponsors of Metro TV that have conducted an advertising. Then, there’s a random selection for the samples accustomed to Hair et. al' (2010) formula, which wrote the numbers of questions in questionnaire multiplied 5. Thus, the result of samples is 150 people. Data analysis technique that was used in this research was a Structural Equation Modelling (SEM) and processed using Lisrel 8.7. The result of this research shows a positive and significant impact between brand image and CRM towards advertiser satisfaction and the customer loyalty implications in Metro TV study cases.
关键词：CRM (Customer Relationship Marketing);Brand Image;Customer Satisfaction;Customer Loyalty