The Influence of Customer Relationship Management Organizational Practices and Customer Relationship Management Technological Practices on Veterinary Clinic Performance Mediated by Customer Retention (Study on Veterinary Clinics in Malang)
Abstract
This study aims to analyze the effect of Customer Relationship Management (CRM) practices on organizational and technological dimensions on veterinary clinic performance, considering customer retention as a mediating variable. The study was conducted at a pet clinic in Malang City using a quantitative approach and hypothesis testing through the Partial Least Square (PLS) method. The results showed that Organizational CRM practices had a positive and significant effect on clinic performance and customer retention, while Technology CRM practices had a significant effect on customer retention but were not significant on clinic performance directly. Customer retention proved to be a partial mediator in the relationship between Organizational CRM and clinic performance, as well as a full mediator in the relationship between Technology CRM and clinic performance. These findings emphasize the importance of focusing on organizational management and CRM technology integration that supports customer retention to improve veterinary clinic performance. This study provides theoretical and practical contributions related to CRM implementation in the context of increasingly competitive animal health services.
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