The Role of Customer Relationship Management on Customer Satisfaction at PT KAI (Persero) Through the Customer Experience Quality in the Access by KAI Application

  • Shiffa Tasya Azzahra Politeknik STIA LAN Bandung
  • Nanda Ravenska Politeknik STIA LAN Bandung
  • Susi Susanti Tindaon Politeknik STIA LAN Bandung
  • Putri Wulandari Atur Rejeki Politeknik STIA LAN Bandung
  • Euis Nurmalia Politeknik STIA LAN Bandung
DOI: https://doi.org/10.31967/icebit.v6i1.1740

Abstract

This study aims to examine the effect of Customer Relationship Management (CRM) on customer satisfaction and to analyze the mediating role of Customer Experience Quality of the Access by KAI application developed by PT KAI (Persero). A quantitative approach was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected through an online questionnaire distributed to users of the Access by KAI application at Bandung Station. The analysis was conducted using SmartPLS 4.0 to test the direct and indirect relationships among variables. The results reveal that Customer Relationship Management has a positive and significant effect on both Customer Experience Quality and Customer Satisfaction. Furthermore, Customer Experience Quality also has a significant effect on Customer Satisfaction and acts as a mediating variable in the relationship between CRM and Customer Satisfaction. These findings highlight the importance of enhancing CRM practices and improving the digital experience quality to increase customer satisfaction. PT KAI (Persero) can use these insights to strategically optimize the technical and functional aspects of its Access by KAI application, ensuring responsiveness, reliability, and efficiency in service delivery.

Keywords:  Customer Relationship Management, Customer Experience Quality, Customer     Satisfaction

Published
2025-09-30
Issue
Vol 6 No 1 (2025): Proceeding International Conference on Economics, Business and Information Technology
Section
Articles