The Effect of Customer Relationship Management and Word of Mouth on Loyalty Intention of Ravel Agent Users in Mataram

Iin Faizah, Sulhaini, Baiq Handayani Rinuastuti

Abstract: This research aims to examine the influence of customer relationship management and word of mouth on the loyalty of the intention of travelers to travel in Mataram. The sampling technique used was purposive sampling. Data analysis uses path analysis with the SPSS program. Based on the results of the research and discussion it can be refuted as follows: first is directly, positively and significantly related between customer relationship management variables towards Intention Loyalty in travel agents in Mataram. There is a direct, positive and significant influence between the Word of Mouth variable on Loyalty Intention on travel agents in Mataram. The values can have a direct, positive and significant influence between customer relationship management variables on Word of Mouth on travel agents in Mataram. Fourth there are direct, positive and significant relationships between Customer variables. management relationship to loyalty intention through Word of Mouth in Travel Agents in Mataram.

Keywords: Customer Relationship Management, Loyalty Intention, Word of Mouth

How to Cite?: Iin Faizah, Sulhaini, Baiq Handayani Rinuastuti, "The Effect of Customer Relationship Management and Word of Mouth on Loyalty Intention of Ravel Agent Users in Mataram", Volume 8 Issue 3, March 2019, International Journal of Science and Research (IJSR), Pages: 1097-1103, https://www.ijsr.net/getabstract.php?paperid=ART20195998, DOI: https://dx.doi.org/10.21275/ART20195998