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All Journal Marine Fisheries: Jurnal Teknologi dan Manajemen Perikanan Laut EKONOMIS : Journal of Economics and Business Martabe : Jurnal Pengabdian Kepada Masyarakat Journal on Education Referensi : Jurnal Ilmu Manajemen dan Akuntansi Abdimas Umtas : Jurnal Pengabdian kepada Masyarakat GERVASI: Jurnal Pengabdian kepada Masyarakat Jurnal Administrasi dan Manajemen JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) Jurnal Review Pendidikan dan Pengajaran (JRPP) Value: Jurnal Manajemen dan Akuntansi Jurnal EK dan BI Darmabakti : Junal Pengabdian dan Pemberdayaan Masyarakat Jurnal Alwatzikhoebillah : Kajian Islam, Pendidikan, Ekonomi, Humaniora Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat Journal of Management Studies and Development Innovative: Journal Of Social Science Research Jurnal Manajemen dan Penelitian Akuntansi (JUMPA) Economica: Journal of Economic and Economic Education Jurnal Pengabdian Masyarakat dan Riset Pendidikan Tax and Finance
Dwi Irnawati
Universitas Bojonegoro
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Nursing Public Health Social Sciences Other

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Journal : Journal of Management Studies and Development

 1 
Customer Relationship Management (CRM) Strategies and Service Quality in Building Customer Loyalty: A Case Study of the Grab Application in Bojonegoro, East Java, Indonesia Fadila, Esti Nur; Anggapratama, Reza; Irnawati, Dwi
Journal of Management Studies and Development Vol. 5 No. 01 (2026): Article in Press - Journal of Management Studies and Development
Publisher : The Indonesian Institute of Science and Technology Research

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56741/IISTR.jmsd.001675

Abstract

The expansion of application-based online transportation services has intensified competition across platforms at national and global levels, compelling companies to adopt strategies that foster long-term customer loyalty. This study examines the effects of CRM and service quality on customer loyalty toward Grab in Bojonegoro Regency, Indonesia. This study employs a quantitative approach using a survey method, in which data were collected through questionnaires distributed to Grab customers. The data analysis techniques included validity and reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing using the t-test, F-test, and the coefficient of determination (R²). The results indicate that CRM has a positive and significant effect on customer loyalty. Service quality is also found to have a positive and significant effect on customer loyalty. Furthermore, CRM and service quality simultaneously have a significant effect on Grab customer loyalty. The coefficient of determination indicates that CRM and service quality explain part of the variation in customer loyalty, while the remaining variation is influenced by other factors outside the research model. These findings underscore the importance of integrating CRM strategies and enhancing service quality in fostering customer loyalty within the online transportation industry. This study is expected to provide an empirical contribution to the development of service marketing management literature and serve as a practical reference for online transportation companies in designing sustainable customer retention strategies within both regional and global market contexts.
Co-Authors Agus Sulistiawan Agustino, Muhammad Rizqi Amelia Ivoka Junea Anggapratama Anshori, Mohammad Ariffudin, Iza Arifuddin, Iza Azhari Azhari Azhari, Azhari Budianto Budianto Cahya, Kevin Dwi Nur Cahyadi Supyansuri Danang Ananda Yudha Eka Prasetya, Geraldi Esa Septian Esti Nur Fadila Fadila, Esti Nur Fajar Kurniawan Fera Nurlaila Safitri Firanka, Sofie Shalzabila Meta Geraldi Eka Prasetya Ivoka Junea, Amelia Iza Ariffudin Juniar Al Kadhafie, Khafia Khafia Juniar Al Kadhafie Kustaji M. Nurcholis, M. Mei Anggraeni Meta Firanka, Shofie Shalzabilla Mugito Mugito Muhamad Risal Tawil Mula Agung Barata Muntahana, Farida Niswah, Syifa’un Noor, Fauzian Nur Karismah, Adita Nurul Cholifah Prasetya, Geraldi Eka Pratama, Reza Angga Putri, Irga Ayu Kartika Reza Anggapratama Rini Nuraini, Rini Rizki Febrianti, Ayunda Rizki Febrianti, Melinda Salsabila Amin, Shaloma Saputra, Muhammad Yoga Aditya Saputri, Firly Nanda Selviana, Sova Shalzabilla Meta Firanka, Sofie Sofie Shalzabilla Meta Firanka Sova Selviana Syifa’un Niswah Taufik, Deni Ahmad Vicky Eka Prasetya Vio Lugianto, Wendy