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All Journal Advances in Business & Industrial Marketing Research
Aini, Bunga Hidayatul
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Economics, Econometrics & Finance

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Customer Relationship Management and Customer Loyalty on E-Commerce Platforms Aini, Bunga Hidayatul; Mansyuri, M. Ikhwan; Ramadhan, Risca Ariska
Advances in Business & Industrial Marketing Research Vol. 4 No. 2 (2026): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v4i2.752

Abstract

Purpose: This study aims to analyze the effects of Customer Relationship Management (CRM) strategies, consisting of service personalization, two-way communication, and after-sales service, on customer loyalty in the e-commerce industry. The study hypothesizes that these three CRM dimensions positively affect customer loyalty. Research Method: This research used a quantitative approach focusing on customer transaction activities on e-commerce platforms. The population consisted of active e-commerce customers, with a sample of 97 respondents determined using Cochran’s formula. Primary data were collected through a 5-point Likert-scale questionnaire, supported by observation, documentation, and semi-structured interviews. Data were analyzed using multiple linear regression with SPSS version 21. Results and Discussion: The findings show that service personalization, two-way communication, and after-sales service have positive and significant effects on customer loyalty, both partially and simultaneously. After-sales service is the most dominant factor influencing loyalty. The three CRM dimensions explain 49.6% of the variation in customer loyalty, indicating that CRM strategies play an important role in retaining e-commerce customers. Implications: E-commerce companies should strengthen post-purchase services while maintaining personalized services and interactive communication to reduce customer switching. Originality: This study highlights the dominant role of after-sales service within CRM strategies in building customer loyalty in e-commerce.
Co-Authors Mansyuri, M. Ikhwan Ramadhan, Risca Ariska