The Role of Trust and Word of Mouth as Mediating Variables in Building Customer Loyalty

Wenny  Eka Prasetiawan; Bambang  Supriadi; Pudjo  Sugito; Bekele  Shibru Arsedi

Article Details

The Role of Trust and Word of Mouth as Mediating Variables in Building Customer Loyalty

Authors:

Wenny Eka Prasetiawan | Bambang Supriadi | Pudjo Sugito | Bekele Shibru Arsedi

Publisher:

KnE Social Sciences

Journal:

KnE Social Sciences Vol.9 Issue 29, pp.460-476

Document Type:

Article

Publication Date:

10/2024

Document Language:

English

Document ID (Org No.):

2001513940

pISSN:

2518-668X

Keywords:

Abstract:

 This study aimed to examine the impact of customer relationship marketing on trust, word of mouth, and customer loyalty. It also sought to analyze the role of customer trust and word of mouth in mediating the influence of customer relationship marketing on customer loyalty at the Kenangan Coffee Shop in Malang City. The sample consisted of 140 customers of the Kenangan Coffee Shop in Malang City. Stratified random sampling was used to identify respondents. Structural Equation Modeling (SEM) was used to analyze data. The research results show that customer relationship marketing that focused on developing a service culture built customer trust at Kenangan Coffee Shop in Malang City. High levels of trust has the increases customer loyalty. By convincing others to choose a Kenangan Coffee Shop, word of mouth can also increase customer loyalty. Thus, this research further develops studies on customer loyalty, customer relationship marketing, and word of mouth.

Article Details

The Role of Trust and Word of Mouth as Mediating Variables in Building Customer Loyalty

Authors: Wenny Eka Prasetiawan | Bambang Supriadi | Pudjo Sugito | Bekele Shibru Arsedi

Publisher: KnE Social Sciences

Journal: KnE Social Sciences Vol.9 Issue 29, pp.460-476

Document Type: Article

Publication Date: 10/2024

Document Language: English

Document ID (Org No.): 2001513940

pISSN: 2518-668X

customer relationship

trust

word of mouth

customer loyalty

Issues

Authors:

Wenny Eka Prasetiawan | Bambang Supriadi | Pudjo Sugito | Bekele Shibru Arsedi

Publisher:

KnE Social Sciences

Journal:

KnE Social Sciences Vol.9 Issue 29, pp.460-476

Document Type:

Article

Publication Date:

10/2024

Document Language:

English

Document ID (Org No.):

2001513940

pISSN:

2518-668X