The Effect of Customer Relationship Marketing and Customer Value on Customer Loyalty at Syekh Yusuf Hospital, Gowa Regency

Abstract

A customer's commitment to repeatedly re-subscribe to or re-purchase a certain product or service in the future is an example of loyalty on the part of that consumer. At the Sheikh Yusuf Hospital in Gowa Regency, the purpose of this research is to investigate the impact that customer relationship marketing and customer value have on the level of customer loyalty. This kind of investigation is a quantitative study that takes the form of an observational study and is structured in the form of a cross sectional study. The sampling method used was a total sample, and the number of participants in the study that participated in the sample was 154. According to the findings of the research, there is a connection between Customer Relationship Marketing and Customer Loyalty. There is also a connection between Customer Value and Customer Loyalty. The variable that has the greatest impact on customer loyalty is customer relationship marketing (also known as CRM). It has been suggested to the administration of the hospital that they make more use of techniques derived from promotional tools (promotions mix). In particular, the hospital's public relations strategy, which is implemented by means of the Customer Relationship Management (CRM) software, with the intention of preserving the loyalty of the patients and their families.