<![CDATA[Purpose: This study aims to examine the effect of location and Customer Relationship Management (CRM) on customer loyalty, particularly among consumers of Lesehan Bahun Boeleoh. Design/methodology/approach: This study employs a quantitative research approach. Data were collected through questionnaires distributed to consumers of Lesehan Bahun Boeleoh and analyzed using statistical methods to test the effects of location and CRM on customer loyalty. Findings: The results indicate that location has a significant effect on customer loyalty, whereas Customer Relationship Management does not have a significant effect on customer loyalty. These findings suggest that the accessibility and strategic location of the business play an important role in encouraging customers to remain loyal. Research implications: The findings imply that Lesehan Bahun Boeleoh should maintain and improve its strategic location while strengthening its CRM practices. Although CRM was not found to have a significant direct effect on customer loyalty, improvements in customer relationships may still support long-term customer retention when integrated with other aspects of service and marketing strategy.]]>
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