Customer Relationship Management (CRM) Strategies and Service Quality in Building Customer Loyalty: A Case Study of the Grab Application in Bojonegoro, East Java, Indonesia

Esti Nur Fadila; Reza Anggapratama; Dwi Irnawati

doi:10.56741/IISTR.jmsd.001675

Authors

Esti Nur Fadila
estifadila05@gmail.com
Universitas Bojonegoro
Reza Anggapratama Universitas Bojonegoro
Dwi Irnawati Universitas Bojonegoro

DOI:

https://doi.org/10.56741/IISTR.jmsd.001675

Keywords:

CRM, Customer Loyalty, Customer Relationship Management, Grab, Service Quality

Abstract

The expansion of application-based online transportation services has intensified competition across platforms at national and global levels, compelling companies to adopt strategies that foster long-term customer loyalty. This study examines the effects of CRM and service quality on customer loyalty toward Grab in Bojonegoro Regency, Indonesia. This study employs a quantitative approach using a survey method, in which data were collected through questionnaires distributed to Grab customers. The data analysis techniques included validity and reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing using the t-test, F-test, and the coefficient of determination (R²). The results indicate that CRM has a positive and significant effect on customer loyalty. Service quality is also found to have a positive and significant effect on customer loyalty. Furthermore, CRM and service quality simultaneously have a significant effect on Grab customer loyalty. The coefficient of determination indicates that CRM and service quality explain part of the variation in customer loyalty, while the remaining variation is influenced by other factors outside the research model. These findings underscore the importance of integrating CRM strategies and enhancing service quality in fostering customer loyalty within the online transportation industry. This study is expected to provide an empirical contribution to the development of service marketing management literature and serve as a practical reference for online transportation companies in designing sustainable customer retention strategies within both regional and global market contexts.

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Author Biographies

Esti Nur Fadila, Universitas Bojonegoro

is an undergraduate student at the University of Bojonegoro, Indonesia, enrolled in the Faculty of Economics, majoring in Retail Management (2022–2026). Her academic interests include retail strategy, consumer behavior, and digital commerce. She actively participates in academic and student activities that enhance analytical and managerial skills. She aspires to build a professional career in retail management and contribute to innovative, customer-centered business development in modern retail environments. (email: estifadila05@gmail.com).

Reza Anggapratama, Universitas Bojonegoro

is a lecturer at the University of Bojonegoro, Indonesia. He earned his Master’s degree from Universitas Ahmad Dahlan. His academic and research interests include marketing management, entrepreneurship, and business innovation. As a permanent faculty member, he is committed to teaching excellence, research development, and community engagement. He actively contributes to academic publications and supports students in developing practical and analytical competencies relevant to contemporary business challenges and opportunities. (email: rezaangga098@gmail.com).

Dwi Irnawati, Universitas Bojonegoro

is a faculty member at the University of Bojonegoro, Indonesia. She obtained her Bachelor’s and Master’s degrees from Universitas Hayam Wuruk Perbanas Surabaya. Her academic interests include financial management, marketing, and organizational development. As a permanent lecturer, she is actively involved in teaching, research, and academic service. She is dedicated to fostering student learning, advancing scholarly research, and contributing to institutional and community development through education. (email: dwiirnawati367@gmail.com).

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