ABSTRACT

In enjoying the foods, every consumer has their own different ways how to fulfill it. The way how to choose restaurant, which large and elegant with their luxury services, consumer expected to feel satisfy after they had sacrificed a large value. Besides, there is consumer which tends to choose, an ordinary restaurant, yet give satisfaction in the foods they had consumed. This research, was a descriptive research which using survey methods. There are four research variable: (1) customer relationship management with three dimension, are: man, process/procedure and technology, (2) service quality variable with five dimensions, are: physical evidence, responsiveness, assurance, reliability, and empathy, (3) customer satisfaction variable which come with three dimensions, are: price, convenience of acquisition and experience of employees, and customer loyalty with four dimensions, are: cognitive loyalty, affective loyalty, cognative loyalty, and acts loyalty.. The result of research analysis through structural equation model with amos 18 on 100 respondents, shows that customer relationship management effects on service quality in amount of 0.6995. Customer relationship management effects on customer satisfaction in amount of 0.405. service quality effects on customer satisfaction in amount of 0.266. service quality effects on customer loyalty in amount of 0.877. This research, also found that customer relationship management indirect effects on customer satisfaction through service quality in amount of 0.186. Customer relationship management indirect effects on customer loyalty through customer satisfaction in amount of 0.355, and service quality indirect effects on customer loyalty through customer satisfaction in amount of 0.233 Keywords: customer relationship management, service quality, customer satisfaction, customer loyalty