Effect of Corporate Image and Customer Relationship on Customer Satisfaction and Loyalty

Abstract: The purpose of this study is to explain the effect of corporate image and customer relationship management (CRM) on Telkomsel Cash (Tcash) customer satisfaction and loyalty in the Province of Bali. This study uses a quantitative approach. The sample in this study were 140 Tcash customers who conducted transactions in Bali using non-probability sampling methods and purposive techniques. The instrument of this study used an online questionnaire which was analyzed using path analysis. The results of this study indicate that corporate image and CRM have a significant positive effect on customer satisfaction and loyalty. Tcash needs to maintain and improve the implementation of the customer relationship management program to increase customer loyalty, Tcash can improve customer satisfaction by providing convenience, comfort and security in digital transactions and its features are always up to date with technology and Tcash is expected to be able to maintain and increase customer trust. Keywords: Corporate Image, Customer Relationship Management, Satisfaction, Customer Loyalty, Tcash.