PENGARUH PERCEIVED QUALITY TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER RELATIONSHIP MANAGEMENT SEBAGAI MODERATOR (Studi Pada Pelanggan Laboratorium Medis Parahita Diagnostic Center Malang)

The research aims: to examine the effect of perceived quality on customer loyalty with customer relationship management as a moderating variable for customers. Data was taken by survey via Google Form on a sample of 244 taken by quota sampling from the customer population of the Parahita Diagnostic Center Medical Laboratory. Then Moderated Regression Analysis and hypothesis testing show that perceived quality has a positive and significant effect on customer loyalty, customer relationship management has a positive and significant effect on customer loyalty, customer relationship management cannot moderate the effect of perceived quality on customer loyalty.