The Influence of Service Quality and Local Wisdom on Customer Loyalty in Retail Companies Mediated by Customer Relationship Management

This study aims to analyze the influence of Customer Experience, Service Quality, Local Wisdom, and Personalized Marketing on Customer Loyalty with Customer Relationship Management (CRM) as a mediating variable in modern retail companies in Batam City. The study used a quantitative approach with 301 respondents and was analyzed using PLS-SEM. The results showed that Customer Experience, Local Wisdom, and Personalized Marketing had a positive and significant effect on CRM. Customer Experience, Local Wisdom, Personalized Marketing, and CRM also had a positive effect on Customer Loyalty. Conversely, Service Quality did not have a significant effect on CRM. In addition, CRM was able to mediate the relationship between Customer Experience and Customer Loyalty, but not the relationship between Service Quality and Customer Loyalty. The research findings showed that modern retail customer loyalty was more influenced by customer experience, personalized marketing, and the application of local values than service quality alone.

Customer Relationship Management (CRM), Customer Loyalti, Service Quality,Retail

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