Beyond Relationship Management: The Mediating Role of Customer Engagement in Driving Customer Retention Melampaui Manajemen Hubungan: Peran Mediasi Keterlibatan Pelanggan dalam Mendorong Retensi Pelanggan
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Meskipun customer relationship management (CRM) telah banyak diadopsi dalam praktik bisnis, kemampuannya untuk secara langsung meningkatkan retensi pelanggan masih belum pasti. Penelitian ini menguji apakah customer engagement menjelaskan bagaimana CRM diterjemahkan menjadi retensi pelanggan. Menggunakan data survei dari 117 responden, model yang diusulkan dianalisis dengan partial least squares structural equation modeling (PLS-SEM) menggunakan SmartPLS. Hasil penelitian menunjukkan bahwa CRM tidak berpengaruh langsung secara signifikan terhadap retensi pelanggan (β = 0.223, p = 0.067). Namun, CRM secara signifikan memperkuat customer engagement (β = 0.676, p < 0.001), yang selanjutnya berpengaruh positif terhadap retensi pelanggan (β = 0.599, p < 0.001). Selain itu, pengaruh tidak langsung CRM terhadap retensi pelanggan melalui customer engagement terbukti signifikan (β = 0.405, p < 0.001), yang menunjukkan bahwa customer engagement merupakan jalur utama melalui mana CRM mendorong retensi pelanggan. Model penelitian ini mampu menjelaskan 58.8% varians retensi pelanggan (R² = 0.588). Temuan ini memperluas literatur CRM dengan menunjukkan bahwa retensi pelanggan dicapai bukan semata-mata melalui CRM, melainkan melalui praktik CRM yang secara aktif membangun customer engagement yang bermakna dan nilai hubungan jangka panjang.
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