Service Quality Towards Customer Loyalty through Customer Satisfaction at Starbucks Sentul City, Bogor Regency

Abstract

This study aimed to investigate the effects of customer relationship management (CRM) and service quality on customer loyalty through customer satisfaction at Starbucks Sentul City, Bogor Regency. The study used path analysis with a sample of 100 Starbucks Sentul City customers with Starbucks Card membership. The results of the study showed that CRM and service quality had a significant effect on customer satisfaction. CRM also had a significant effect on customer loyalty, while service quality did not have a significant effect on customer loyalty. However, service quality had an indirect effect on customer loyalty through customer satisfaction. Based on the results of this study, it can be concluded that CRM and customer satisfaction are important factors in increasing customer loyalty at Starbucks in Sentul City.