Pengaruh CRM dan Komunikasi Account Executive terhadap Loyalitas Klien B2B melalui Kepuasan Pelanggan

Abstract

Client loyalty is a crucial factor in sustaining business relationships within the Business-to-Business (B2B) sector. This study aims to analyze the impact of Customer Relationship Management (CRM) and the communication skills of Account Executives on client loyalty, with customer satisfaction serving as a mediating variable. A quantitative approach was employed, utilizing a survey of 45 clients of PT Maxindo Mitra Solusi selected through total sampling. Data analysis was conducted using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that neither CRM nor Account Executive communication skills have a significant direct effect on client loyalty. Conversely, both variables were found to have a significant positive impact on customer satisfaction. Furthermore, customer satisfaction exerts a significant positive influence on client loyalty and acts as a full mediator in the relationship between CRM, Account Executive communication skills, and client loyalty. These findings suggest that B2B client loyalty is shaped more by the creation of customer satisfaction than by the direct application of CRM or communication skills. Therefore, companies need to optimize customer relationship management and enhance the quality of Account Executive interactions to create service experiences capable of sustaining long-term business relationships.