THE EFFECT OF CUSTOMER TRUST IN MODERATING THE RELATIONSHIP BETWEEN CRM COMPONENTS AND CUSTOMER LOYALTY AMONG WIFI CUSTOMERS
PENGARUH CUSTOMER TRUST DALAM MEMODERASI CRM COMPONENTS TERHADAP CUSTOMER LOYALTY PADA PELANGGAN WIFI
DOI:
https://doi.org/10.47663/jmbep.v12i2.908Keywords:
Customer Relationship Management (CRM), Customer Knowledge, Customer Engagement, Customer Orientation, Customer Advocacy, Customer Trust, Customer Loyalty.Abstract
The increasingly fierce competition in the internet service industry
encourages companies to increase Customer Loyalty as an effort to maintain
business continuity. Therefore, this study aims to analyze the influence of
Customer Knowledge, Customer Orientation, Customer Advocacy, and
Customer Engagement on Customer Loyalty with Customer Trust as a
moderating variable in household WiFi provider customers. This research is
motivated by the importance of Customer Loyalty in maintaining business
continuity amidst the increasingly competitive internet service industry. This
study uses a quantitative method with a survey approach. The population in this
study are household WiFi provider customers in the Jabodetabek, with a sample
of 234 respondents obtained through purposive sampling technique. Data
collection was carried out through distributing online questionnaires, then
analyzed using Structural Equation Modeling (SEM) based on Partial Least
Square (PLS) with SmartPLS 4.0 software.. The results show that Customer
Knowledge, Customer Orientation, Customer Advocacy, and Customer Trust
have a positive and significant effect on Customer Loyalty. Meanwhile,
Customer Engagement does not have a significant effect on Customer Loyalty.
Furthermore, Customer Trust moderates the relationship between Customer
Orientation, Customer Advocacy, and Customer Engagement on Customer
Loyalty, but fails to moderate the relationship between Customer Knowledge
and Customer Loyalty. The findings of this study indicate that Customer Trust
plays a significant role in strengthening Customer Loyalty through Customer
Orientation, Customer Advocacy, and Customer Engagement.
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