The Effects of Customer Relationship Management and Product Quality on Customer Satisfaction Through Promotion: Case Study on Zaskia Mecca

Eri Wiguna Sardi; Siska Maya

doi:10.55980/esber.v3i3.413

Authors

Eri Wiguna Sardi Indraprasta PGRI University, Jakarta, Indonesia
Siska Maya Indraprasta PGRI University, Jakarta, Indonesia

DOI:

https://doi.org/10.55980/esber.v3i3.413

Keywords:

Customer Relationship Management , Product Quality, Promotion, Customer Satisfaction

Abstract

This study examines the effects of Customer Relationship Management (CRM), product quality, and promotion on customer satisfaction at ZM Zaskia Mecca, including the mediating role of promotion. A cross-sectional design was employed. Data were collected from 96 customers selected through purposive sampling. Respondents were at least 17 years old, had purchased ZM Zaskia Mecca products, and were familiar with its promotional activities. Responses were obtained using a questionnaire measured on a five-point Likert scale. The proposed relationships were analyzed using partial least squares structural equation modeling with SmartPLS 4. The results demonstrate that CRM and product quality have positive and significant effects on customer satisfaction. Promotion also exerts a positive and significant effect on customer satisfaction and provides the strongest contribution within the structural model. Furthermore, promotion partially mediates the effects of CRM and product quality on customer satisfaction. These findings indicate that integrated customer information and consistent product quality generate greater satisfaction when supported by relevant promotional communication and purchasing incentives. ZM Zaskia Mecca should therefore strengthen customer data integration, employee responsiveness, product quality control, and personalized promotional programs. This study provides empirical evidence that promotion connects customer-oriented capabilities and product value with customer satisfaction in Indonesia’s fashion industry.

References

Abd-Elrahman, A.-E. H. (2023). Telecommunications service quality, customer satisfaction and customer loyalty in pandemic times. Management Research Review, 46(8), 1112–1131. https://doi.org/10.1108/MRR-08-2021-0595

Al-Bashayreh, M., Almajali, D., Al-Okaily, M., Masa’deh, R., & Samed Al-Adwan, A. (2022). Evaluating Electronic Customer Relationship Management System Success: The Mediating Role of Customer Satisfaction. Sustainability, 14(19), 12310. https://doi.org/10.3390/su141912310

Al Firdaus, M. Y., & Rachmawati, I. (2024). The Influence of E-Service Quality on Customer Loyalty Through Customer Satisfaction Among Livin’ by Mandiri Users. International Journal of Social Science and Business, 8(1), 142–150. https://doi.org/10.23887/ijssb.v8i1.69777

Antara, I. M. R. S., & Rastini, N. M. (2022). The Influence of Brand Image, Sales Promotion and Quality of Service on Customer Satisfaction Car Rental Service. European Journal of Business and Management Research, 7(2), 223–226. https://doi.org/10.24018/ejbmr.2022.7.2.1273

Bellaali, F. (2024). Effectiveness of Customer Loyalty Programs on SMEs in Morocco. International Journal of Applied Sciences & Development, 3, 200–208. https://doi.org/10.37394/232029.2024.3.20

Dewnarain, S., Ramkissoon, H., & Mavondo, F. (2021). Social customer relationship management: a customer perspective. Journal of Hospitality Marketing & Management, 30(6), 673–698. https://doi.org/10.1080/19368623.2021.1884162

Eren, B. A. (2021). Determinants of customer satisfaction in chatbot use: evidence from a banking application in Turkey. International Journal of Bank Marketing, 39(2), 294–311. https://doi.org/10.1108/IJBM-02-2020-0056

Gonda, G., Gorgenyi-Hegyes, E., Nathan, R. J., & Fekete-Farkas, M. (2020). Competitive Factors of Fashion Retail Sector with Special Focus on SMEs. Economies, 8(4), 95. https://doi.org/10.3390/economies8040095

Gunawan, B. G., & Widoadmodjo, S. (2022). Pengaruh Kualitas Produk, Kualitas Layanan, dan Kepuasan Konsumen terhadap Loyalitas Konsumen pada Kopi Tuku di Tangerang dan Jakarta Barat. Jurnal Manajemen Bisnis Dan Kewirausahaan, 6(2), 172. https://doi.org/10.24912/jmbk.v6i2.17844

Hamid, A., Alshehhia, A., Abdullah, A., & Mohamed, E. (2022). Key Success Factors For Customer Relationship Management (CRM) Projects Within SMEs. Emirati Journal of Business, Economics, & Social Studies, 1(2), 73–85. https://doi.org/10.54878/xfaz0661

Kumar, P., Mokha, A. K., & Pattnaik, S. C. (2022). Electronic customer relationship management (E-CRM), customer experience and customer satisfaction: evidence from the banking industry. Benchmarking: An International Journal, 29(2), 551–572. https://doi.org/10.1108/BIJ-10-2020-0528

Lin, T. T., Yeh, Y.-Q., & Hsu, S.-Y. (2022). Analysis of the Effects of Perceived Value, Price Sensitivity, Word-of-Mouth, and Customer Satisfaction on Repurchase Intentions of Safety Shoes under the Consideration of Sustainability. Sustainability, 14(24), 16546. https://doi.org/10.3390/su142416546

Malki, D., Bellahcene, M., Latreche, H., Terbeche, M., & Chroqui, R. (2023). How social CRM and customer satisfaction affect customer loyalty. Spanish Journal of Marketing - ESIC, 28(4), 465–480. https://doi.org/10.1108/SJME-09-2022-0202

Nasir, M., Adil, M., & Dhamija, A. (2021). The synergetic effect of after sales service, customer satisfaction, loyalty and repurchase intention on word of mouth. International Journal of Quality and Service Sciences, 13(3), 489–505. https://doi.org/10.1108/IJQSS-01-2021-0015

Payne, A., & Frow, P. (2005). A Strategic Framework for Customer Relationship Management. Journal of Marketing, 69(4), 167–176. https://doi.org/10.1509/jmkg.2005.69.4.167

Pérez Estébanez, R. (2024). A SEM Approach to Determine the Critical Success Factors Involved in CRM Implementation. Asian Journal of Interdisciplinary Research, 7(1), 1–12. https://doi.org/10.54392/ajir2411

Priadi, A. F., & Lestari, F. (2024). Product Quality and Brand Trust Analysis on Customer Loyalty at Zetqlo Apparel in Bandung City. Banking & Management Review, 12(2), 119–130. https://doi.org/10.52250/bmr.v12i2.815

Rahmi, R. A., & Ariyanti, M. (2022). the Influence of Product Quality and Price on Customer Satisfaction At Shopataleen Fashion Brand. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(3), 472–487. https://doi.org/10.31955/mea.v6i3.2386

Sebastianelli, R., & Tamimi, N. (2002). How product quality dimensions relate to defining quality. International Journal of Quality & Reliability Management, 19(4), 442–453. https://doi.org/10.1108/02656710210421599

Siddiqui, F., Yusheng, K., Ravina-Ripoll, R., & Aden, A. S. (2024). Dynamic firm performance: Entrepreneurship, knowledge, social media, customer relationship management, environment. South African Journal of Business Management, 55(1). https://doi.org/10.4102/SAJBM.v55i1.4346

Sudarman, E., Madiistriyatno, H., & Sudarman, I. (2021). Investigations of Customer Loyalty: Strengthening Product Quality, Brand Image and Customer Satisfaction. Mix: Jurnal Ilmiah Manajemen, 11(1), 78. https://doi.org/10.22441/mix.2021.v11i1.006

Trif, S. M., Dutu, C., & Tuleu, D. L. (2019). Linking CRM capabilities to business performance: A comparison within markets and between products. Management and Marketing, 14(3), 292–303. https://doi.org/10.2478/mmcks-2019-0021

Tunahan, C., & Kutlu, M. B. (2022). Experienced Product Quality and Brand Loyalty: Mediating Role of Customer Satisfaction. Ege Akademik Bakis (Ege Academic Review). https://doi.org/10.21121/eab.1152164

Zeithaml, V. A. (2000). Service Quality, Profitability, and the Economic Worth of Customers: What We Know and What We Need to Learn. Journal of the Academy of Marketing Science, 28(1), 67–85. https://doi.org/10.1177/0092070300281007