Role of Customer Relationship Marketing

The research was to exam the influence of service quality on customer loyalty via customer relationship marketing amongst users of Telkom Speedy. SPEEDY is a Telkom’s product of End to End Internet Access Service with a basis of Asymmetric Digital Subscriber Line (ADSL) technology able to transmit data and voice simultaneously through one ordinary telephone line with the guaranteed speed according to the service package launched from modem to BRAS (Broadband Remote Access Server). Appropriate measures are identified and a postal survey is undertaken among 220 were distributed randomly to personal users of a Telkom Speedy in Jember Area East Java. The measurement of service quality items based on Parasuraman, Zeithaml and Berry consisted of five items, and the six items of customer loyalty were based on the work of Roberts, Varki and Brodie. Customer relationship marketing (CRM) was measured using four items based on Morgan and Hunt (1994). This research had using structural equation model (SEM) and the result show that customer relationship marketing does play a mediating role in the effect of service quality on customer loyalty. The findings provide usable model for assurance item to enhance service quality that contribute to high customer relationship marketing and loyalty.

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