PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP KEPUASAN PELANGGAN PT. POS INDONESIA (PERSERO) KCU MEDAN

Abstract

The purpose of this study is to determine customer assessment of customer relationship management activities using 4 dimensions, namely technology, people, processes, knowledge and might. While the variable Y customer satisfaction uses 3 dimensions, namely the suitability of expectations, interest in revisiting and willingness to recommend. This research method uses quantitative data collection techniques by distributing questionnaires processed through SPSS, while the analytical methods used are descriptive analysis, simple linear regression, coefficient of determination, T test and F test. The method used is probability sampling with simple random sampling technique. The population in this study is corporate customers who use post office services with a sample of 39 respondents. Customer assessment of customer relationship management is in the very good category, with the highest score on the process dimension with a score of 329, while the lowest score for humans is in the good category with a score of 321. After testing the hypothesis, it was concluded that customer relationship management has a significant effect on customer satisfaction. Based on the coefficient of determination test, customer relationship management variables affect customer satisfaction by 45.60%. While the remaining 54.50% (100% - 46.60%) is influenced by other factors.