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THE INFLUENCE OF CUSTOMER RELATIONSHIP

MANAGEMENT AND CUSTOMER EXPERIENCE ON
CUSTOMER SATISFACTION
Suharto Suhartoa* , Yuliansyah Yuliansyahb
a
Universitas Muhammadiyah Metro, Indonesia
b
Universitas Lampung, Indonesia
[email protected]

This research attempts to examine how customer relationship management and

customer experience influence customer satisfaction in Lampung Province retail
complexes. Data was taken using non-random sampling method with purposive
sampling technique and used to meet the number of samples as many as 135
respondents. Validity, reliability, construct reliability, and variance extraction
were used to evaluate the quality of the data. Prior to data analysis, the Liliefors
normal requirements, homogeneity, linearity, and significance of regression were
examined. Structural Equation Modeling is a structural equation used to analyze
the model. The research findings are that there is a direct positive effect of customer
relationship management on customer experience, customer relationships have a
direct positive effect on customer satisfaction, and customer experience has a direct
positive effect on customer satisfaction

Article Info
• Received : 17th January, 2023
• Revised : 26th February, 2023
• Published : 28th February, 2023
• Pages : 403-417
• DOI : 10.33019/ijbe.v7i1.641
• JEL : L84
• Keywords : Customer Relationship Management, Customer Experience,
and Customer Satisfaction

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1. Introduction
Previous researchers have mainly researched consumer satisfaction and use
customer responses and service quality to the output produced by the company (Al-
Azzam, 2015; Faraj Aldaihani, Bin Ali, Hashim, & Basha, 2020; Tohara, Dewi,
Faizah, Nugraha, & Andi, 2020). In contrast to previous studies, this study
examines customer relationship management, which is expected to accommodate
different customer experiences, increasing customer satisfaction. This research is
based on the arguments of (Imbug, Ambad, & Bujang, 2018), which says that the
treatment given to the organization to customers who have different experiences is
a strategy to obtain a positive customer response to the organization.

Positive consumer response is one indicator of customer satisfaction (Ban & Kim,
2019). Customer satisfaction is maintained in a good way, is a success for every
company. Because if the customer is satisfied after consuming the goods or services
provided by the company, it means that the company can meet consumer needs
following expectations. According to (Othman, Harun, Rashid, & Ali, 2019),
customer satisfaction is the key to long-term business success. The company must
offer a product or service based on quality to outperform its competitors to get the
satisfaction of its customers to protect, gain, and maintain market share. Customer
satisfaction is one of the main goals that any company looks for in the long term,
with customers being considered a top priority (Minh & Huu, 2016).

Companies can create customer satisfaction through several factors, such as

maintaining relationships with customers, providing quality services, and according
to customer desires. Maintaining relationships is a priority factor because it is
considered to have a comfortable impact on the minds of customers (Faraj
Aldaihani et al., 2020). Customer relationship management is a strategy where
companies try to maintain relationships with customers.

Customer relationship management is considered a broad-based approach that

builds and expands customer relationships. It is an entrepreneurial strategy that aims
to provide understanding, anticipation, management, and personalization of current
and potential customers (Jermsittiparsert, Sutduean, & Sriyakul, 2018). According
to (Memon, 2018), customer relationship management is a systematic technique
designed to manage customer interactions utilizing various technologies to gather
and coordinate business sales, marketing, customer support, product development,
and performance management information.

Customer experience is a broad concept that includes customers and companies that
provides for customers physical and emotional experiences when interacting with
company products and services. Customer experience is subjective because it
involves customer opinions until the post-consumption stage (Bascur & Rusu,
2020). Customer experience is considered a unique concept superior to services and
products, specifically customer experience, divided into four categories, namely
entertainment, education, quotes, and aesthetics (Lee, Ka-hyun Lee, & Choi, 2018).

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Based on above explanation, we formulate a research problem as follows: the extent
to which Customer Relationship Management and Customer Experience influence
Customer Satisfaction.

2. Literature Review
Customer satisfaction is an attitude customers show because the company has
succeeded in fulfilling customer wants and needs. Customer satisfaction requires
meeting customer expectations for products and services. When the company's
performance responds to customer desires, consumers will feel satisfaction
(Afthanorhan, Awang, Rashid, Foziah, & Ghazali, 2019; Al-Azzam, 2015). The
concept of consumer satisfaction is described as a personal sensation, joy (or
displeasure), arising from comparing the perceived performance of a firm to
customer expectations (Aymar & Joseph, 2019; Felix, 2017; Tohara et al., 2020).
Customer satisfaction is the customer's feeling towards product performance where
the customer has product expectations and is satisfied if the product performance
matches or even exceeds customer expectations (Pakurár, Haddad, Nagy, Popp, &
Oláh, 2019).

Customer relationship management is considered as one of the strategies to obtain

customer satisfaction because, in this strategy, the company seeks to maintain
relationships with customers. According to (Amuna, Al Shobaki, Naser, & Badwan,
2017; Hendriyani & Auliana, 2018; Suharto, 2016), customer relationship
management is a process and strategy that provides opportunities for companies to
maintain, identify and maintain profitable customers for sustainable relationships.
Customer relationship management is defined as an overall organizational process
of treating different customers in different ways to increase value for customers and
organizations.

Customer experience is the customer's impression of the output and services offered
by the company as a whole. According to (Situmorang, Rini, & Muda, 2017),
customer experience is an event that occurs and binds each individual personally.
An unforgettable experience and always remembered will determine the behavior
of the next customer can form. Companies that are able to give a memorable
experience will form strong relationships with their clients; therefore, these bonds
will cause customers to become fascinated with the items supplied. Customer
experience encompasses both the interaction with the business and the achievement
of value made possible by the firm's product or service offering. Due to the
subjectivity of customer experiences, they serve as the key source of competitive
advantage and distinction (Beyari & Ghouth, 2018; Imbug et al., 2018).

Following is a step-by-step explanation of the hypothesis based on the previous

overview of the literature:

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Customer Relationship Management and Customer Experience
Customer relationship management includes knowledge about customers to
manage and serve customers better and use an approach based on customer needs
and interests (Yerpude & Singhal, 2018). Suppose the company can manage and
serve customers through a process based on customer needs and interests. In that
case, this will positively impact the customer experience when using the products
and services provided by the company. Customer experience is quality as
excellence and the customer's subjective reaction to a strange and direct experience
full of the company (Nobar & Rostamzadeh, 2018).

H1: There is a positive direct relationship between customer relationship

management and customer experience

Customer Relationship Management and Customer Satisfaction

Customer relationship management is the practice of preserving and creating
lucrative customer connections by giving a high level of customer satisfaction in
order to enhance customer loyalty through three actions, namely obtaining,
maintaining, and developing (Juanamasta et al., 2019). Maintaining relationships
with customers needs to be applied in a company because a harmonious relationship
in the long term will be profitable for the company and achieve customer
satisfaction. Customer satisfaction, according to (Chinomona & Dubihlela, 2014;
Tohara et al., 2020; Uma, 2015), is defined as the result of expectations for
perceived quality, the extent to which the perceived service performance meets
customer expectations or fails to meet previous expectations.

H2: There is a positive direct relationship between customer relationship

management and customer satisfaction

Customer Experience and Customer Satisfaction

Customer experience, according to (Bhattacharya, Srivastava, & Verma, 2019;
Nasermoadeli, Ling, & Maghnati, 2013), stems from a series of relationships
between customers and company services that lead to responses. These highly
personal experiences reveal different amounts of customer involvement (rational,
emotional, sensory, physical, and spiritual). The relationship between customers
and customer service will lead to a positive response to customer satisfaction.
Customer satisfaction may be seen as an encounter based on a particular service
and contributes to customer loyalty, repeat purchases, word of mouth promotion,
and higher profitability (Ban & Kim, 2019).

H3: There is a positive direct relationship between customer experience and

customer satisfaction.

Based on this brief description, the next constellation of research to be carried out
can be described:

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 ξ1
H1 H3

H2
η1 η2

Figure 1: Research Constellation

Description:
ξ1 : Customer Relationship Management
η1 : Customer Experience
η2 : Customer Satisfaction

3. Research Methods
This research follows a descriptive and quantitative flow and uses a survey method.
The study was conducted on respondents in a shopping center in Lampung Province
and used a sample of 135 respondents. Obtaining data using non-random sampling
method, and the technique used is purposive sampling. Using a closed design and
instrument, the response rate is calculated and sent directly to the responder. This
design is intended to boost the response rate. The instrument is evaluated using
validity, reliability, construct reliability, and variance retrieved using Lisrel 8.8 on
a Likert scale ranging from 1 to 5.

The analysis requirements test in the structural model applies homogeneity,

linearity, and normality (Tommasetti, Singer, Troisi, & Maione, 2018). In addition
to preparation, compilation, and finalization, the authors predicted whether
respondents would be interested in participating in the study and would be able to
complete the questionnaires. After conducting the research, of the 200
questionnaires given, the authors obtained a response of 150 (75%) respondents
which then could be processed by 135 respondents (67.5%) of the total respondents.
Data analysis used Structural Equation Modeling (Khunsoonthornkit &
Panjakajornsak, 2018).

4. Results
Testing Requirements Analysis
Normality test.
The normality test of the data comprises the collection of distribution-related data,
regardless of whether the data are normal or not.

Table 1. Normality Test Results

Variable Value α Value Sig. Conclusion
Customer Relationship 0,05 0,571 Fulfil
Management(ξ1)
Customer Experience (η1) 0,05 0,449 Fulfil
Customer Satisfaction(η2) 0,05 0,084 Fulfil
Source: Processed data (2022)

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 Homogeneity Test
The homogeneity test aims to discover whether the variance of a portion of the
tested data is derived from a population with the same variance, or if the variance
is heterogeneous.

Table 2. Homogeneity Test Results

Variable Value α Value Sig. Conclusion
η1over ξ1 0,05 0,813 There are data similarities
η2over ξ1 0,05 0,102 There are data similarities
η2over η1 0,05 0,050 There are data similarities
Source: Processed data (2022)

Linearity and Regression Test

The goal of linearity and regression tests is to establish the relationship between
variables by considering whether or not each variable forms a significant linear and
regression line.

Table 3. Linearity and Regression Test Results

Sig. Lin.
Regression Linearity
Variable Regression Regression
Significance Regression
fvalue ftable tvalue ttable
η1 over ξ1 1,20 2,67 Significant 3,39 1,65 Linear
η2 over ξ1 2,15 2,67 Significant 4,15 1,65 Linear
η2 over η1 1,47 2,67 Significant 3,94 1,65 Linear
Source: Processed data (2022)

Construct Reliability and Variance Extracted Test Customer Relationship

Management (ξ1)
The construct's capacity to assess the exogenous latent variable (ξ 1) was determined
by examining the manifest variable.

Table 4. Calculation of Construct Reliability and Variance Extracted (ξ1)

Std Std
Indicator Error CR VE
Loading Loading²

X1 0,74 0,55 0,46

X2 0,81 0,66 0,25
X3 0,88 0,77 0,22 0,57 0,83
X4 0,49 0,24 0,76
Total 2,92 2,22 1,69
Source: Processed data (2022)

According to the table's calculations, the value of the construct Relationship

Management is 0.57 less than 0.70 (CR 0.70), while the variance of the average
extracted value is 0.83 more than 0.50 (VE > 0.50). This demonstrates that the four
manifest variables consistently assess the variable ξ1 1.
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Construct Reliability and Variance Extracted Test Customer Experience (η 1)
The capability of the construct to evaluate the endogenous latent variable (η 1) was
determined by examining the manifest variable.

Table 5. Calculation of Construct Reliability and Variance Extracted (η 1)

Std Std
Indicator Error CR VE
Loading Loading²

Y1 0,69 0,48 0,52

Y2 0,74 0,55 0,46
Y3 0,82 0,67 0,33 0,52 0,81
Y4 0,63 0,40 0,61
Total 2,88 2,09 1,92
Source: Processed data (2022)

According to the test findings shown in the table above, the customer experience
construct value is 0.52 less than 0.70 (CR 0.70), while the average value extracted
variance is 0.81 more than 0.50 (VE > 0.50). This demonstrates the congruence of
the four manifest variables used to evaluate the variable η 1.

Construct Reliability and Variance Extracted Test Customer Satisfaction (η 2)

The ability of the construct to evaluate the endogenous latent variable (η 2) was
assessed by evaluating the manifest variable.

Table 6 Calculation of Construct Reliability and Variance Extracted (η 2)

Std Std
Indicator Error CR VE
Loading Loading²

Y5 1,03 1,06 0,07

Y6 0,57 0,32 0,67
0,52 0,73
Y7 0,40 0,16 0,71
Total 2,00 1,55 1,45
Source: Processed data (2022)

The calculated value (Customer Satisfaction) is 0.52 less than 0.70 (CR0.70), while
the extracted average value variance is 0.73 more than 0.50 (VE>0.50) based on the
preceding table of test results. This indicates that the three manifest variables
measure the variable η1 consistently.

T-value Coefficient Calculation Results

After evaluating the requirements analysis, the next step is to compute and test each
coefficient route as shown in the table below:

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 Table 7. Path Coefficient Results
Path Coefficient (ξ and η)
No Variable Result Conclusion
SLF* tvalue
1. η1 over ξ1 0,40 3,74 H1accepted Significant
2. η2 over ξ1 0,15 1,96 H2accepted Significant
3. η2 over η1 0,60 6,01 H3accepted Significant
Source: Processed data (2022)

Substructure Path Coefficient 1

η1 = γ11ξ1 + ζ1 is the form of the obtained path coefficient analysis model for
substructure 1. This test will answer the question of whether to test hypothesis 1.

Figure 2. Substructure Path Coefficient 1

Source: Processed data (2022)

Based on the results of testing substructure 1, the path coefficient is obtained

(γη1ξ1), the value is 0.60, tstatistics value = 6.01>t-list (0.05: 135) = 1.65, so Ho is
rejected and the path coefficient γη1ξ1 is significant.

Substructure Path Coefficient 2

η2 = γ21ξ1 + β21η1 + ζ2 is the form of the obtained path coefficient analysis model
for substructure 1. This test will offer an answer to the question of whether to test
hypotheses 2 and 3.

Figure 3. Path Coefficient of Sub Structure 2

Source: Processed data (2022)

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In the sub-structure test 2 findings, the path coefficient (γη2ξ1) is 0.15 and the value
of tstatistics=1.96>t-list (0.05: 135) = 1.65, hence Ho is rejected and the path
coefficient γη2ξ1 is significant. The path coefficient (βη2η1) is 0.40, and the value
of tstatistics = 3.74>t-list (0.05: 135) = 1.65; hence, Ho is rejected, and the path
coefficient βη2η1 is significant.

Calculated using the path coefficient and t statistics value for testing hypotheses. The
explanation is provided that the standardized loading factor value of all route
coefficients is more than 0.05 and t statistics is greater than 1.65; thus, Ho is rejected
and three lines are statistically significant. The following simultaneously describes
the conventional solution method for each variable based on a linear program's
structural connection.

Figure 4. Standardized Solution Path Diagram

Source: Processed data (2022)

In Figure 3, the link between exogenous variables (ξ) and endogenous variables (η)
is impacted indirectly and globally by the standardized solution trajectory scheme
and the direct influence, respectively. On the basis of the output of the linear
structural connection regarding the standardization of the whole impact. It states
that: (1) the amount of the impact ξ1 to η1 and ξ1 to η2 is equal to the size of the
direct effect of each variable since there are no other mediating factors; and (2) the
indirect effect of ξ1 to η2 through 2 is 0.40 x 0.60 = 0.24, while the overall effect is
0.24 + 0.15 = 0.39.

Figure 5. T-value path diagram

Source: Processed data (2022)
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Overall Model Fit Test
Following is a list of the goodness-of-fit conclusions based on the structural model
test results.

Table 8. Summary of Model Fit Test Results (Goodness of Fit)

No Index Result Recommended Conclusion
Value
1. OpportunityX2 0,008 <0,05 Approach
2
2. X /df 1,86 <5 Suitable Model
3. “RMSEA” 0,068 <0,08 Suitable Model
4. “AGFI” 0,87 <0,90 Approach
5. “GFI” 0,92 >0,90 Suitable Model

6. “CFI” 0,97 >0,90 Suitable Model

7. “NFI” 0,93 >0,90 Suitable Model
8. “NNFI” 0,95 >0,90 Suitable Model
9. “IFI” 0,97 >0,90 Suitable Model
10. “RFI” 0,90 ≥0,90 Suitable Model
11. “ECVI” 0,88 <5 Suitable Model
Source: Processed data (2022)

Based on Lisrel's output, the overall fitness of the model using 2test (chi-square)
yielded a Weighted Least Squares chi-square value of 70.73 with a p-value of 0.008
<0.05; hence, it was determined that the overall χ2 test results did not match.
Moreover, the value of χ2 divided by the degree of freedom (χ2 / df) is 70.73/38 =
1.86 <0.05. Therefore, It may be extrapolated that the control of the model's
completeness, represented by the number of pressures of freedom, has a decent fit.

RMSEA must be less than 0.08 for the constructed model to be deemed satisfactory.
GFI, CFI, NFI, NNFI, IFI, RFI, and ECVI all exhibit test results with magnitudes
more than 0.90, thus it can be determined that the model has a good fit. In contrast,
AGFI demonstrates test findings that are less than 0.90, so it can be agreed that the
model has a bad fit.

Positive Direct Effect of Variable Customer Relationship Management (ξ 1) on

Variable Customer Experience (η1)
Customer relationship management (ξ1) has a direct beneficial influence on
customer experience (η1). The results of this research indicate a direct positive
influence of variable ξ1 on variable η1 with a value of tstatistics>t-list, which is
3.74>1.65, hence hypothesis 1 is approved. The outcomes of this investigation are
consistent with the conclusions drawn by (Badwan, Al Shobaki, Naser, & Amuna,
2017).

The meaning of this hypothesis test explains that if the indicators of customer
relationship management are improved, including improving the management of
relationships with consumers, improving activities before and after transactions,
improving the analysis of information obtained about customers, and improvements
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in handling consumer complaints, then the quality of transactions, reviews positive
attitudes about products also services, the desire to recommend products and
services to others, and the intensity of business strategies and social communities
for the better.

Positive Direct Effect of Variable Customer Relationship Management (ξ1) on

Variable Customer Satisfaction (η2)
Customer relationship management (ξ1) has an immediate, positive effect on
customer satisfaction (η2). The results of the research reveal that variable ξ1 has a
direct positive impact on variable η2 with a value of tstatistics>t-list, precisely
1.94>1.65, hence it is reasonable to conclude that hypothesis 2 is correct. This
study's results are consistent with the conclusions reached by (Faraj Aldaihani et
al., 2020).

The findings from this hypothesis test explain that if the approach taken by
management in managing relationships with consumers is improved, activities
when making transactions and activities after making purchases are increased, there
are efforts to improve the management of information about customers, and
improvements are made in handling consumer complaints, Then the emotional
reasoning power of consumers when comparing products received and expected to
be better, better attitudes and emotional reactions to service providers, increased
desire to return to using products, and increased loyalty to the use of company
products or services.

Positive Direct Effect of Variable Customer Experience (η 1) on Variable

Customer Satisfaction (η2)
Customer experience (η1) has a direct beneficial influence on customer satisfaction
(η2). The findings of this research reveal that variable η1 has a direct positive impact
on variable η2 with a value of tstatistics>t-list, which is 6.01>1.65, therefore
supporting hypothesis 3. This study's results are related to the conclusions reached
by (Klaus & Maklan, 2013; Ristawati, Saufi, & Rinuastuti, 2019).

The findings of this study explain that if the customer experience indicators are
improved, namely the quality of interactions with customers, positive reviews about
products or services, an emotional desire to provide product and service
recommendations to others, and an increase in the quality of business strategies,
consumers will feel a sense of conformity. between the product received and what
is expected, so that the desire to provide recommendations to others becomes
stronger.

5. Conclusions and Suggestions

Research indicates that customer relationships have a direct impact on consumer
satisfaction or experience. Customer relationship management significantly
influences customer satisfaction in a direct manner. Customer experience has an
immediate positive impact on customer satisfaction. It can be interpreted that the
company's strategy in maintaining, managing, and maintaining relationships with
customers can have an excellenteffect and even impress to improve the customer
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experience in using the products and services provided by the company.
Maintenance of relationships with customers carried out by the company with an
approach based on customer needs and interests greatly influences customer
expectations of the company's products and services so that customers can feel
satisfaction. The memorable experience obtained by customers in using a
company's product or service can achieve customer satisfaction. It significantly
affects the company's profitability.

Based on the conclusions we made, the implication is that there must be efforts
made by management to improve the management of relationships and transactions
with consumers, both when consumers make purchases or after making purchases.
Management can manage important information about consumers when purchasing
activities occur, and handle complaints that arise as a result of process weaknesses
when conducting transaction activities.

Improvements in customer relationship management by the company will lead to

an increase in business strategy in the process of interaction between companies
and consumers. Consumer reviews of products and services received will also be
more positive. So that Consumers will endorse the company's goods and services
without hesitation to other people or social communities.

Improvements made by management regarding relationship management and

consumer experience will lead to better customer satisfaction. Consumer attitudes
are related to emotional reactions about the product or service received, and the
urge to reuse the products and services of the company for the better. Although in
the context of this research, other studies are still needed that use variables that have
not been used in this study.

No research is without weaknesses. Of course, this study also has limitations. The
first relates to the sampling technique. As previously mentioned, purposive
sampling is the sampling method used to identify the sample based on particular
features. Of course in this technique, the number of samples selected is not fully
representative of the other samples. Therefore, to generalize this research to
consumers in similar industries or other industries, it must be done carefully.

The second limitation relates to the individuals surveyed, namely the visitors to the
shopping center. Meanwhile, on the other hand, the market's ability to absorb
products or services produced by the company is also determined by the
competence and communication skills of employees or marketers, so research on
attitudes and behavior using employees or marketers also needs to be done.

Currently, the competence of marketers to support marketing performance is

complemented by the ability to use technology in internet communication media.
So that the ability of a product or service on the market is not only supported by the
quality of products and services but is also determined by the ease of access to
information using internet technology when making a purchase transaction. So

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research on internet communication in supporting the sale of a product or service
still needs to be done.

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