Customer Relationship Management, Customer Satisfaction and
Its Impact on Customer Loyalty
Sulaiman, Said Musnadi
Faculty of Economic and Business, University of Syiah Kuala, Banda Aceh, Indonesia
Keywords: Customer Relationship Management, Satisfaction, Customer Loyalty.
Abstract: This study aims to determine the effect of Customer Relationship Management (CRM) on Customer
Satisfaction and its impact on Customer Loyalty of Islamic Bank in Aceh’s Province. The study population
is all customers in in the Islamic Bank. This study uses convinience random sampling with a sample size of
250 respondents. The analytical method used is structural equation modeling (SEM). The results showed that
the Customer Relationship Management significantly influences both on satisfaction and its customer loyalty.
Furthermore, satisfaction also affects its customer loyalty. Customer satisfaction plays a role as partially
mediator between the influences of Customer Relationship Management on its Customer Loyalty. The
implications of this research, the management of Islamic Bank needs to improve its Customer Relationship
Management program that can increase its customer loyalty.
1 INTRODUCTION
1.1 Background
The phenomenon underlying this study is the low
customer satisfaction toward Islamic Bank, possibly
also caused by other factors such as they are less
concerned for the bank to build a mutual relationship
with its customers in terms of customer relationsip
management (CRM), which is one of the businesses
based approach to manage relationships with its
customers.
Customer Relationship Management (CRM)
focuses on what value will customer get rather than
to the products or services to be sold by the company.
Through the application of Customer Relationship
Management (CRM), companies are expected to be
able to establish communication and a good
relationship with its customers. This condition is also
expected that the company will not only sell and
market a product and service with good quality or
competitive prices but also it is able to answer
customers' desires and needs as described by Indah
and Dewi (Indah and Dewi, 2013), which can lead to
satisfaction and customer loyalty.
Does the formation of loyalty as a result of
achievement of customer satisfaction of Islamic Bank
is still not currently identified, this is caused by a
small number of studies on customer loyalty in the
bank, as a result of understanding about the loyalty
and satisfaction of Islamic bank’s customers is still
confusing, and there is a very limited clarification
about Customer Relationship Management (CRM) as
a good influence on customer satisfaction and its
loyalty as a result of a few empirical study about it.
Based on the above point of view, the authors are
interested to conduct an empirical study entitled:
"Customer Relationship Management, Customer
Satisfaction and Its Impact on Customer Loyalty of
Islamic Bank".
1.2 Objective of This Study
The purpose of this study is as follows:
1. To determine the effect of Customer Relationship
Management (CRM) on satisfaction and its impact
on customer loyalty of the Islamic bank.
2. To determine the indirect effect of Customer
Relationship Management (CRM) on customer
loyalty of the Islamic bank through its customer
satisfaction.
692
Sulaiman, . and Musnadi, S.
Customer Relationship Management, Customer Satisfaction and Its Impact on Customer Loyalty.
DOI: 10.5220/0008892606920698
In Proceedings of the 7th International Conference on Multidisciplinary Research (ICMR 2018) - , pages 692-698
ISBN: 978-989-758-437-4
Copyright
c
2020 by SCITEPRESS Science and Technology Publications, Lda. All rights reserved
2 LITERATURE REVIEW
2.1 Customer Loyalty
According to Kotler and Armstrong (Kotler and
Armstrong, 2011, p. 271), consumer loyalty in
general can be interpreted fidelity someone on a
product, goods and services. Consumer loyalty is a
manifestation and continuation of consumer
satisfaction to use the facilities and services provided
by company, as well as to be a repeated buyer of the
company.
2.2 Customer Satisfaction
According to Kotler (Kotler, 2011, p. 42) satisfaction
is feeling happy or disappointed someone who
emerged after comparing anatara perception /
impression of the performance (yield) of a product
and expectations.
Additionally, Tjiptono (Tjiptono, 2011, p. 349)
defines customer satisfaction as an emotional
response to the evaluation of the consumption
experience of a product or service. Then, Oliver
(Oliver, 2011) mentions that the product features play
an important role in the creation of customer
satisfaction.
Based on some of the above definition, consumer
satisfaction can be formulated as postpurchase
evaluation relulted from the selection of specific
purchasing where the perception of the performance
of products selected meet or exceed expectations
before buying decision.
2.3 Customer Relationship
Management
Customer Relationship Management is defined as an
integrated function that consists of the sale strategy,
marketing and service aiming to increase revenue
from customer satisfaction (Kalakota and Robinson,
2010, p. 172).
Customer Relationship Management is the
concept of building a strong relationship between the
companies, in this case the management with
customers (Sutedjo, 2011, p. 65). So, Customer
Relationship Management is a customer service
approach that focuses on building and maintaining
long-term relationships (Ardiyhanto, 2011).
Based on the above point of view, the organization
can focus on the development of an important asset in
the long term, a more progressive in relationships
with valued customers. CRM program is making a
vision for how to transform their companies to
develop important attributes, so that they can be
bonded by the organization, products and intend to
make a purchase (Gordon, 2002: 2).
According to the above viewpoint, it can be
concluded that the Customer Relationship
Management can affect the level of customer
satisfaction. Furthermore, customer satisfaction can
have an impact on customer loyalty.
For more details, how the Customer Relationship
Management variable affect customer satisfaction
and its impact on customer loyalty will be explained
in the following section.
2.4 Effect of Customer Relationship
Management on Customer
Satisfaction
Customer Relationship Management (CRM) is a
method to attract, to maintain and to improve
customer satisfaction and strengthen relationships
with customer (Tung, 1997).
Furthermore, Customer Relationsip Management
(CRM) provides data and information relating to
customers, such as in shopping behavior, habits in
consuming products, and others (Agrawal, 2004).
These data and information are used to improve
understanding how to communicate with customers
in order to create value and customer satisfaction
(Agrawal, 2004).
From the above description, it can be concluded
that customer relationship management influence
customer satisfaction. In other words, the better
customer relationship management, the higher the
level of customer satisfaction is.
2.5 Effect of Customer Relationship
Management on Customer Loyalty
Customer relationsip Management (CRM) is a
strategy focusing on creating customer satisfaction
and long-term relationships by integrating several
functional areas of the company to achieve
competitive advantage (Payne and Frow, 2005; Indah
and Dewi, 2013; Chang, 2007; Nguyen, Sherif, and
Newby, 2007).
Findings of researches conducted by Ardiyhanto
(Ardiyhanto, 2011) and Ariyanti (Ariyanti, 2006)
show that there are significantly customer
relationship management on customer loyalty. This
means that the better implementation of CRM in a
business unit, it had a positive impact on customer
loyalty. Therefore, CRM’s applications allow
companies to leverage information from all points of
the box with the customer, whether it is via web, call
Customer Relationship Management, Customer Satisfaction and Its Impact on Customer Loyalty
693
center, or through marketing and servicing staff in the
field.
Based on the above description, it can be
concluded that the better customer relationship
management program implemented by the company,
the more customers to be loyal to the products/
services produced by the company.
2.6 Effect of Satisfaction on Customer
Loyalty
Parasuraman in Lupiyoadi (Lupiyoadi, 2011, p. 182)
states that it is the feeling of satisfaction after
evaluating the product experience. Lupiyoadi also
added that in the banking industry, customers satisfy
has great potential to become loyal, so it will be a
loyal customer who will use all bank products.
The higher Customer confidence will increase the
love of the bank's customers, and of course,
customers will be more like the product of the bank.
Complacency customers to guarantee the service will
also make customers believe that these brands are the
best, and it maybe even customers would recommend
bank products to the general public. The higher the
level of customer satisfaction, the more it will
increase customer loyalty.
2.7 Indirect effect of Customer
Relationship Management on
Customer Loyalty through
Customer Satisfaction
Basically, sense of satisfaction and dissatisfaction of
customers is the difference between expectations and
perceived performance. Thus, understanding the
customer satisfaction means that the performance of
the goods or services received by consumers is at least
equal to their expected.
To create customer satisfaction, the companies
that engaged in the service should be able to offer a
value to gain more customers and also have the ability
to maintain customer loyalty. Then through a
customer relationship management program that is
good and right, it is expected customers will be loyal;
of cource, when customers quite satisfied. In other
words, customer relationship management will have
an effect on customer loyalty is only when such
customers can be satisfied. Therefore, customer
relationship management program indirect effect on
layalitas through customer satisfaction.
2.8 Theoretical Framework of Studi
Based on the background of the problem, literature
review and hypothesis described above, a conceptual
model or theoretical framework can be developed in
this research, ie as shown in the following diagram:
Figure 1: Model of Study theoretical Framework.
2.9 Hypothesis
2.9.1 Direct Effect
H
1
: Customer Relationship Management programs
effect positively and significantly on customer
satisfaction of Islamic Bank.
H2: Customer Relationship Management Program
effect positively and significantly on customer
loyalty of Islamic Bank.
H3: Customer satisfaction effect positively and
significantly on customer loyalty of Islamic
Bank.
2.9.2 Indirect Effect
H4: There is an indirect effect of customer
relationship management program positively
and significantly on customer loyalty mediated
by customer satisfaction of Islamic Bank.
3 RESEARCH METHOD
3.1 Location, Object and Limitation of
Study
This research was conducted at Islamic Bank in
Aceh’s Province. The variables of this research
consisted of customer loyalty (Z), customer
satisfaction (Y) and customer relationship
management.. The limitation of this study is lack of
repondents of Islamic Bank.
ICMR 2018 - International Conference on Multidisciplinary Research
694
3.2 Population and Sample
The study population is all customers of Islamic Bank
operated in Acehs Province. This study uses
convinience random sampling. Sample of this study
that have been gathered are 250 respondents.
3.3 Questionaire Design
The research questionnaire is divided into three parts.
The first part is the question of customer relationship
management. The second part contains questions
about customer satisfaction. The third part is a
question of customer loyalty.The number of
indicators of each variable can be found in the
appendix
.
4 FINDING AND DISCUSSION
4.1 Validity and Reliability Test
Before cunducting the main study, it is necessary to
test the validity and reliability of the questionnaire to
carry out the "Pilot Project" involving 50 respondents
were selected randomly.
4.1.1 Validity
Based on the results of testing the validity of the
research instrument in terms of item-total statistics of
the 50 respondents indicated that all of the items
statement for independent variables consist of
customer relationship mnagement, where dependent
variable consists of satsfaction and customer loyalty
at the Islamic Bank have a correlation value of r
greater than 0.2012. Thus the statement means that all
item are valid for all variables.
4.1.2 Reliability
The test results of the research instrument in terms of
reliability of the item-total statistics of the 50
respondents as indicated in the following table:
Table 1: Output of Reliability Testing.
Variable/Sub Variable
Cronbach
Alpha
Reliability
X
Customer relationship
mana
g
ement
0.933 Reliable
Y Customer satisfaction 0.956 Reliable
Z Customer loyalty 0.880 Reliable
Source: Output of SPSS, 2018
Based on the results as the above table, all
expressed a reliable research instrument.
4.2 Step-one Approach by
Measurement Model
All constructs (customer relationship management,
satisfaction and customer loyalty) will be
incorporated in the phase of measurement model.
This phase in line with Anderson and Gerbing
(Anderson and Gerbing, 1988), which conducted the
first steps.
The latest results of the measurement model
(measurement model) can be seen in the following
figure.
Figure 2: Analysis of Measurement Model.
Table 2: Fit Indices of Measurement Model Analysis.
Fit
Indice
s
X
2
X
2
/df GFI TLI CFI RMSE
A
94.833
(p<.000
)
2.31
3
.93
6
.96
6
.97
5
.073
The results of the above analysis indicates that the
value of Chi-square = 94.833 (p <.000) with X2/df =
2.313. GFI value of 0.936, TLI of 0.966 and CFI of
0.975 > 0.90 showed good fit results. RMSEA value
of 0.073 indicates a satisfactory value, which is in
between 0.05 to 0.08 (requirements).
4.3 Structural Equation Modeling
(SEM) (Step-Two Approach)
According to Garver and Mentzer (Garver and
Mentzer, 1999), the way to achieve predictive validity
can be met by connecting an construct to the others to
Customer Relationship Management, Customer Satisfaction and Its Impact on Customer Loyalty
695
predict the relationship or influence, in which the
correlation should be enough value (ie, known as the
coefficient of structural or weight of standardized
regression in AMOS), and should statistically
significant.
A clearer picture of the structural equation model
can be shown as follows:
Figure 3: Analysis of Structural Equation Modeling.
Table 3: Fit Indices of Structural Equation Modeling.
Fit
Indice
s
X
2
X
2
/d
f
GF
I
TL
I
CF
I
RMSE
A
94.833
(p<.000
)
2.31
3
.93
6
.96
6
.97
5
.073
Based on the above picture of a structural equation
model, it shows that the regression coefficient of
structural or all of the lines are significant at p <.05.
In detail, coefficient of customer relationship
management is 0.83* and are able to explain 69.3%
of the variance (Squared Multiple Correlation) to the
satisfaction of the customer. In detail, it is estimated
that the predictor (customer relationship
management) could explain 69.3% of variance on
customer satisfaction, which means the error variance
to predict customer satisfaction is about 30.7%
customer satisfaction explained by other factors.
Furthermore, output also shows that the
correlation coefficient of customer relationship
management (0.57*) and customer satisfaction
(0.22*) and they are able to explain 58.5% of the
variance (Squared Multiple Correlations) on
customer loyalty of Islamic Bank in Aceh Province.
The results showed that the customer relationship
management (correlation coefficient equal to 0.57 on
structural) has a significant impact as compared to
customer satisfaction factors. From these results can
be explained also that there is a variance of 41.5%
error for predicting customer loyalty. In other words,
it can be explained by other factors.
4.4 Testing Hypothesis of Direct Effect
The following table will describe result explaining
relationships among constructs.
Tabel 4: Relationships among Constracts.
Source: Data Analysis, 2016
The above table with the result of a structural
equation model is able to explain the purpose of this
study. Output of the structural equation model also
simultaneously explains the direct effect of the factors
of customer relationship management, customer
satisfaction and customer loyalty, where both
directions have a significant effect as having been
hypothesized. Thus, these results are also able to
prove the hypothesis 1, 2, and 3 of this study.
4.5 Hypothesis Testing of Indirect
Effect
Testing the hypothesis by incorporating the role of
mediating variables as suggested by Kelloway (1995)
(satisfaction) that will explain the indirect effect
where it can be seen in the following table.
Table 5: Indirect Effect by Structural Equation Modeling.
Source: Output of Standardized Indirect Effect
Regarding the previous results indicate that the
direct effect of the significant predictors (customer
relationship management) on customer satisfaction
(p> 0.05), and it appears that there is a direct
relationship between the significant and positive
customer relationship management and customer
loyalty (p <0.01). Thus, there is an indirect effect of
customer relationship management on customer
loyalty is positively and significantly with customer
satisfaction by correlation coeficient at 0.181. Thus,
hypothesis 4 is not rejected.
Estimate S.E. C.R. P Label
Customer Satisfaction <--- Customer_Relationship_Management .811 .061 13.398 *** par_9
Customer Loyalty <--- Customer_Relationship_Management .648 .124 5.240 *** par_10
Customer Loyalty <--- Customer Satisfaction .252 .126 1.999 .046 par_11
Constructs Customer relationship management
Customer Satisfaction
0.000
Customer Loyalty
0.181
ICMR 2018 - International Conference on Multidisciplinary Research
696
The summary of the accepted or rejected the
hypothesis in this study can be seen as in the
following table.
Table 6: Summary of the Hypothesis Testing.
Note: √ = hypothesis not rejected
X= hypothesis not accepted
Picture of the relationship of direct and indirect
effect among constructs in this research model can be
seen clearly as in the following figure.
Figure 4: Significantcy Relationship among Contructs in
the Model.
5 CONCLUSION AND FUTURE
RESEARCH PLANNING
The results of this research have contributed
empirically that the factor of customer relationship
management are built in this research model affects
both customer satisfaction and customer loyalty of
Islamic Bank. The finding is consistent with
Ardiyhanto (2011) and Ariyanti (2006) who
discovered there is a positif and significant
relationship between CRM and Loyalty.
Additionally, this factor proved significantly affect
customer satisfaction, and it also have a significant
influence on customer loyalty. Customer satisfaction
factor plays a role as a partial mediating variable
between customer relationship management and
customer loyalty.
RECOMMENDATION
Recommendations that can be explained is in order to
create more customer loyalty of Islamic Bank in
Aceh’s Province, Managers should be able to increase
customer relationship management.
FUTURE RESEARCH PLANNING
Additionally, recommendations that can be
explained, especially for planning future research is
there are various limitations of the study. Thus,
research needs to be replicated by developing other
factors, so it will produce a better model
.
REFERENCES
Agrawal, M. L., 2004. Customer Relationship Management
(CRM) & Corporate Renaissance. Journal of Service
Research, 3(2), 149-167.
Anderson, J.C., & Gerbing, D.W., 1988. Structural
Equation Modelling in practice: a review and
recommended two-step approach. Psychological
Bulletin, Vol. 103 (3), pp. 411-423.
Ardiyhanto, D., 2011. Analisis Pengaruh Customer
Relationship terhadap Loyalitas Pelanggan dalam
Pembelian Sepeda Motor Yamaha pada PT. Megatama
Motor di Makasar. Unpublished Undergraduate Thesis,
Makasar.
Cheng, E.W.L., 2007. SEM being more effective than
multiple regression in parsimonious development
research, Journal of Management Development, Vol.
20 (7/8), pp.650-667.
Garver, M.S., & Mentzer, J.T., 1999. Logistic research
method: employing structural modeling to test for
construct validity, Journal of Business Logistics, Vol.
20 (1), pp. 33-57.
Gordon, I., 2002. Best practices: Customer relationship
management, Ivey Business Journal, No.67, Vol.1, p.1–
5.
Hair, J. F., Anderson, R., E., Tatham, R.L., & Black, W.C.,
2013. Multivariate data analysis, 7/E, Prentice Hall,
Pearson Educational International.
Indah & Devi., 2013. Analisa Pengaruh Customer
Relationship Management terhadap Keunggulan
Bersaing dan Kinerja Perusahaan, Business Accounting
Review, Vol. 1, No. 2, pp. 50-60.
Kalakota, R. dan Robinson, M., 2010. E-Business 2.0
Roadmap for Success, Massachusetts: Addsion Wesley
Longman Inc,
Kelloway, E.K., 1995. Structural Equation Modelling in
perspective. Journal of Organizational Behavior,
Vol.16, p. 215-224.
Kotler, P., & Armstrong, G., 2011. Principles of Marketing
(14th ed.). New Jersey: Prentice Hall.
Hypothesis
Summary
H
1
Customer Relationship Management programs effects positively and
significantly on customer satisfaction of Islamic Bank.
H
2
Customer Relationship Management Program effects positively and
significantly on customer loyalty of Islamic Bank.
H
3
Customer satisfaction effects positively and significantly on customer
loyalty of Islamic Bank.
H
4
There is an indirect effect of customer relationship management
program positively and significantly on customer loyalty mediated by
customer satisfaction of Islamic Bank.
Customer Relationship Management, Customer Satisfaction and Its Impact on Customer Loyalty
697
Lupiyoadi, Rambat., 2011. Manajemen Pemasaran Jasa,
Edisi Ketujuh, Salemba Empat, Jakarta.
Nguyen, T. U. H., Sherif, J. S. & Newby, M., 2007.
Strategies for Successful CRM Implementation.
Information Management & Computer Security, 15(2),
102-115.
Oliver., 2011. Satisfaction: A Behavioral Perspective on the
Consumer, 2d ed. London: M.E. Sharpe.
Parasuraman, A., et al., 2005. A Conceptual Model of
Service Quality and Its Implication for Future
Research, Journal of Marketing, Col. 49 (Fall).
Payne, A. & Frow, P., 2005. A Strategic Framework for
Customer Relationship Management, Journal of
Marketing, 69, 167-176.
Sutedjo, Budi dan Philip, John., 2011. I-CRM: Membina
Relasi Dengan Pelanggan, Do Com.Andi, Jogyakarta.
Tjiptono, F., 2011. Pemasaran Jasa. Bayumedia, Malang.
Tung, Khoe Yao., 1997. Teknologi Jaringan Intranet,
Yogyakarta: Andi Yogyakarta.
APPENDICES
Table 7: Operational Variable of Study.
Source: Result of the Previous Study
Table 8: Characteristic of Respondent.
Source: Output of Data Analysis, 2016
Tabel 9: Validitas Indikator.
Source: Output of Data Analysis, 2016
No Variable Definition Dimension Indicator Measure Scala Item
Independent
1 Customer
Relationship
Management
𝑋
1
Customer
Relationship
Management is a
customer service
approach that
focuses on
development and
maintenance of
long term
relationships with
customers that
can provide
added value for
both of them,
both for
customers and
companies.
Ardiyhanto
(2011)
Continuity
Marketing
Individual
Marketing
Partnership
Program
Member Card;
Discount;
Voucher;
Special Fasilitas;
Point Reward
System;
Be friendly and
polite;
The service is fast
and precise;
Ability to handle
complaints;
special greeting
cards;
Greetings by
employees;
The relationship
with the customer;
Cultivate and
maintain
relationships;
relationships create
loyalty;
Ardiyhanto (2011)
1-5 Interval PB1-PB5
PI1-PI5
PK1-PK5
2 Customer
Satisfaction (Y)
Satisfaction is a
feeling that arises
after evaluating
the product user
experience.Sumbe
r : Woodruff dan
Jenkins dalam
Tjiptono,
(2011:169)
Confidence
customers
Rasa customer
intimacy
Satisfied customers
for service
assurance
No complaints
from customers
performance of the
bank as expected
Woodruff and
Jenkins in
Tjiptono,
(2011:169
1-5 interval KN1-KN5
Dependent
3 Customer Loyalty
(Z)
Customer loyalty
can also be called
a positive
purchase behavior
of customer. .
Tjiptono,
(2011:173)
Repurchasing
Habitual to
cumsume the
brand
Always like the
brand
Keep choosing the
brand
Tetap memilih
merek tersebut.
Being sure brand
is the best
Recommend the
brand for others
Tjiptono,
(2011:173)
1-5 interval LN1-LN6
No
Characteristic of Demography
( n = 49 )
Total
Respondent %
1.
Gender
1. Male
2. Female
185
65
74.0
26.0
2.
Age
1. < 20 years
2. 21 - 30 years
3. 31 - 40 years
4. 41 - 50 years
5. > 50 years
10
66
98
66
10
4.0
26.4
39.2
26.4
4.0
3.
Status Perkawinan
1. Not merriage
2. Merriage
3. Widow
24
219
7
9.6
87.6
2.8
4.
Educational Background
1. Junior High School
2. Senior High School
3. Academi/Diploma (D-3)
4. Undergraduate (S-1)
5. Post Graduate (S-2)
75
144
19
11
1
30.0
57.6
7.6
4.4
0.4
5.
Kind of Job
1. Farmer
2. Farmer of Plantation
3. Breeder
4. Trader
5. Company’s Staff
6. Civil Servant
5
169
46
10
14
6
2.0
67.6
18.4
4.0
5.6
2.4
6.
Income per Month
1. < Rp 2.000.000
2. Rp 2.000.000 – 3.999.999
3. Rp 4.000.000 – 5.999.999
4. Rp 6.000.000 – 7.999.999
5. Rp 8.000.000 – 9.999.999
6. > Rp 10.000.000
28
70
116
26
8
2
11.2
28.0
46.6
10.4
3.2
0.8
Total 250 100.0
Variable
Nomor of
Item
r
hitung
r
tabel,
95 %
( N = 50 )
Validity
Independent
Customer relationship management (X)
Continuety Marketing
(pb))
Pb1 0.841 0.2012
Valid
Pb2 0.815
0.2012
Valid
Pb3 0.895
0.2012
Valid
Pb4 0.745
0.2012
Valid
Pb5 0.920
0.2012
Valid
Individual Marketing
(pi)
Pi1 0.615
0.2012
Valid
Pi2 0.564
0.2012
Valid
Pi3 0.579
0.2012
Valid
Pi4 0.759
0.2012
Valid
Pi5 0.550
0.2012
Valid
Partnership Program
(pk)
Pk1 0.774
0.2012
Valid
Pk2 0.886
0.2012
Valid
Pk3 0.879
0.2012
Valid
Mediation
Customer Satisfaction
(Y)
Kn1 0.787
0.2012
Valid
Kn2 0.932
0.2012
Valid
Kn3 0.876
0.2012
Valid
Kn4 0.888
0.2012
Valid
Kn5 0.914
0.2012
Valid
Dependent
Customer Loyalty
(Z)
Ln1 0.534
0.2012
Valid
Ln2 0.663
0.2012
Valid
Ln3 0.785
0.2012
Valid
Ln4 0.810
0.2012
Valid
Ln5 0.833
0.2012
Valid
Ln6 0.699
0.2012
Valid
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