Customer Relationship Management, Satisfaction, and Loyalty in Three Sukabumi Café SMEs
DOI:
https://doi.org/10.58258/d39dyk27Abstract
Customer relationship management (CRM) is widely seen as a driver of satisfaction and loyalty, yet evidence from small café enterprises is scarce. This study examines how CRM practices relate to customer satisfaction, loyalty, and organizational performance in three café SMEs in Sukabumi, Indonesia: Kedai Kopi 35, Kopi Tekun Sukabumi, and Yume Coffee. A quantitative multi-case design was used, with an online questionnaire completed by 207 employees and regular customers and analyzed through PLS-SEM. CRM practices were significantly and positively related to satisfaction (β = 0.398, p < 0.001) and loyalty (β = 0.383, p < 0.01), but not directly to performance (β = 0.071, p = 0.521). Satisfaction predicted performance (β = 0.446, p < 0.001), suggesting that CRM influences performance mainly through satisfaction. A strong ceiling effect, weak convergent validity, and instability in a purified model call for cautious interpretation.References
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