Effect of Service Quality and CRM (Customer Relationship Management) Towards the Satisfaction and Loyalty of the Customers of PT. Fresh Gemintang Amerta in 21st PON Event in Aceh-Sumatera Utara in 2024

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Service quality significantly enhances customer satisfaction (P=0.045) and boosts customer loyalty (P=0.001).
CRM quality has a strong positive effect on customer satisfaction (P=0.003), but not on loyalty (P=0.113).
Customer satisfaction does not significantly impact customer loyalty (P=0.651), indicating complex relationships in customer dynamics.
The study employed a quantitative approach using PLS-SEM with 88 respondents selected through purposive sampling.

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Quantitative research reveals service quality boosts customer satisfaction and loyalty, suggesting CRM's role is vital but limited.

Mariati et al. (2025) studied this question.

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