Build customer loyalty through correlation management and experience with satisfaction mediation

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CRM significantly impacts customer loyalty, indicating that effective relationship management is crucial for retaining customers.
Customer experience positively affects satisfaction but does not directly influence customer loyalty, suggesting its indirect role.
Using partial least squares-structural equation modeling, the study analyzed the relationships between the key variables involved.
Enhancing personalized CRM strategies may improve customer satisfaction and long-term loyalty, emphasizing effective communication.

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Analysis shows CRM positively influences loyalty in customers, highlighting the role of satisfaction as a mediator.

Permana et al. (2025) studied this question.

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