THE INFLUENCE OF CUSTOMER RELATIONSHIP MARKETING ON CUSTOMER SATISFACTION AND REPURCHASE INTENTION AT PESSO COFFEE AND EATERY

Abstract

Background: The coffee shop industry is becoming increasingly competitive, making it essential for businesses to implement Customer Relationship Marketing (CRM) strategies to enhance customer satisfaction and loyalty.

Purpose: This study aims to examine the impact of CRM on customer satisfaction and repurchase intention at Pesso Coffee and Eatery, a local coffee shop in Bali.

Design/methodology/approach: Data was collected from 128 respondents who had made at least two transactions in the past year. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM).

Findings/Result: The results indicate that CRM has a significant influence on customer satisfaction and repurchase intention. Additionally, customer satisfaction acts as a mediator in the relationship between CRM and repurchase intention.

Conclusion: CRM strategies play a crucial role in enhancing customer satisfaction and loyalty, especially in the highly competitive coffee shop industry.

Originality/value (State of the art): This study provides new insights into the effectiveness of CRM in increasing customer satisfaction and repurchase intention in the local coffee shop sector, an area that has been underexplored in previous research.