Strategic and Operational Customer Relationship Management in Improving Marketing Performance Through Reseller Loyalty
Abstrak
This study aims to analyze the influence of Strategic Customer Relationship Management (CRM) and Operational CRM on Marketing Performance, mediated by Reseller Loyalty, at Queen Dawet. This research is significant because reseller-based MSMEs require effective relationship management strategies to ensure business continuity and enhance marketing outcomes. A quantitative approach was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4 software. Purposive sampling was used to select 36 respondents who met the study's criteria. The results indicate that Strategic CRM has a significant effect on Reseller Loyalty; however, Operational CRM does not. Furthermore, Strategic CRM, Operational CRM, and Reseller Loyalty do not significantly affect Marketing Performance. Reseller Loyalty also fails to mediate the relationship between CRM variables and Marketing Performance. These findings suggest that relationship commitment and trust are crucial for building reseller loyalty, even though such loyalty does not directly boost marketing performance. This study contributes to the CRM literature regarding MSMEs specifically reseller-based businesses offering insights for future policy making.
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Referensi
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Penulis
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