The purpose of this study is to analyze the influence of communication, trust, commitment,
and conflict management on customer satisfaction and loyalty at Surya Mart in Ponorogo. This
quantitative research collected data through questionnaires and analyzed them using the Partial
Least Squares (PLS) method. The results showed that communication has a positive and significant
influence on customer loyalty, but not on customer satisfaction. In contrast, trust and commitment
have a positive and significant influence on both, while conflict handling has no significant
influence on satisfaction and loyalty.
Furthermore, this study found that customer satisfaction has no significant influence on
loyalty. This identifies that, although consumers are satisfied with the service and their relationship
with the supermarket, this is not enough to form loyalty. In other words, satisfaction is not an
effective mediator in strengthening the influence of the four variables on consumer loyalty.
Overall, the results of the study show that the four main variables, namely communication,
trust, commitment, and conflict management, do not significantly influence consumer loyalty
when mediated by satisfaction. These findings suggest that Surya Mart's loyalty enhancement
strategy, which focuses solely on increasing customer satisfaction, is insufficient. A more
comprehensive approach is needed to build long-term relationships with customers.
Keywords: Customer Relationship Marketing, Consumer Loyalty, Consumer Satisfaction