Abstract: This research was conducted with the aim to (1) test and analyze the effect of reputation on customer value, (2) trial and analyze the effect of raputation on customer loyalty, (3) test and analyze the effect of customer relationship management (CRM) on customer value, (5) test and analyze the effect of customer relationship management (CRM) on customer loyalty, (6) test and analyze the effect of customer relationship management (CRM) on customer loyalty, (7) test and analyze the effect of customer relationship management (CRM) on customer loyalty through customer value, (7) test and analyze the effect customer value on customer loyalty. This study used a survey method with cross-section data collection through questionnaires. Sample collection uses purposive sampling, namely customers who are Muslim and have been customers for at least two years with a total of 278 respondents...
Keywords: Raputation, Customer Relationship Management (CRM), Customer Value, Customer Loyalty
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