The Effect of Relationship marketing in Increasing Loyalty through Customer Satisfaction in the Service Industry at PT Cahaya Turangga Sakti with a Focus on Customers in the OM 60 & NBM, OM 70 Section at Pertamina International RU IV Cilacap Refinery

Abstract

This study analyzes the effect of Relationship Marketing on customer loyalty through customer satisfaction at PT Cahaya Turangga Sakti, specifically in the Oil Movement (OM) 60, Non-BBM (NBM), and OM 70 divisions at the Pertamina International RU IV Cilacap Refinery. In the face of intense business competition in the service industry, companies need to implement effective strategies to improve relationships with customers and maintain their loyalty. The survey method is used to collect data from customers, and the analysis results show that Relationship Marketing significantly affects customer satisfaction. When companies understand and fulfill customer needs through effective communication, the level of customer satisfaction increases, which further increases customer loyalty. This study also found that customer satisfaction serves as a mediator that strengthens the relationship between Relationship Marketing and customer loyalty. The results of this study provide important insights for companies in formulating more effective Relationship Marketing strategies to increase competitiveness in the market. This research is expected to contribute to the development of customer relationship management literature in the service industry.

Keywords: Relationship Marketing; Customer Satisfaction; Loyalty; Service Industry