The influence of Customer Relationship Management towards Customer Satisfaction and its implications on Customer Loyalty

Abstract

This study was about the Customer Relationship Management (CRM) factors influencing customers‘ satisfaction and customer loyalty of Jingdong Mall online shopping. And e-commerce has experienced rapid growth since the early years in China. It is important to find out the factors that influence the customer satisfaction and loyalty of Jingdong Mall. In this thesis, the researcher used questionnaires with Likert scales and 275 samples, to analyze and collected data statistical software was used. The variables used in this study are Key Customers, Employees Behavior , Services Quality, Knowledge Management and Customer Satisfaction as the exogenous variables and Customer Loyalty as the endogenous variables. The respondents of this research were people who use JingDong online shop in China. Based on the result, Employees Behavior, Customer satisfaction and Key Customer as success factors influencing Customer Loyalty. So, in the future, JingDong online store better to improve the quality of the employee behavior, enhance customer satisfaction and attention to the problem of key customers.