The Influence of Customer Experience and Customer Relationship Management on Customer Loyalty at Larut Coffee and Sengkang Medical Centre
DOI:
https://doi.org/10.67032/pje.v5i2.199Keywords:
Customer Experience, Customer Relationship Management, customer loyalty, healthcare services, coffee shopAbstract
This study aims to analyze the influence of Customer Experience (CE) and Customer Relationship Management (CRM) on customer loyalty at Larut Coffee and Sengkang Medical Center (SMC) in Wajo Regency, South Sulawesi. The study employs a quantitative approach using a survey method and an explanatory research design. The sample consists of 100 respondents selected via purposive sampling, with 50 respondents from each research site. Data were collected using a five-point Likert scale questionnaire and analyzed using multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results indicate that at SMC, Customer Experience has a regression coefficient of 0.293 with a significance value of 0.117, meaning it does not significantly influence customer loyalty. Conversely, CRM shows a positive and significant relationship with customer loyalty, with a regression coefficient of 0.563 and a significance value of 0.001. At Larut Coffee, Customer Experience is positively and significantly related to customer loyalty, with a regression coefficient of 0.548 and a significance value of 0.041. Meanwhile, CRM has a regression coefficient of 0.169 with a significance value of 0.479, indicating an insignificant relationship with customer loyalty. Simultaneously, CE and CRM are significant in explaining customer loyalty at both research sites (p<0.001). The coefficient of determination is 49.8% for SMC and 39.4% for Larut Coffee. These findings reveal differences in the patterns of relationships between variables across the two service contexts. Practically, SMC needs to prioritize patient relationship management, whereas Larut Coffee needs to emphasize enhancing the customer experience. The results of this study can serve as a basis for designing loyalty strategies tailored to each business's specific characteristics.
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