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Sri Setyo Iriani
Universitas Negeri Surabaya
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Journal : JPEKA: Jurnal Pendidikan Ekonomi, Manajemen dan Keuangan

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A Systematic Literature Review on the Effectiveness of Customer Relationship Management in Building Customer Loyalty in the Digital Era Akbar, Aria Syaiful; Iriani, Sri Setyo; Sanaji, Sanaji
JPEKA: Jurnal Pendidikan Ekonomi, Manajemen dan Keuangan Vol. 9 No. 2 (2025)
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jpeka.v9n2.p107-128

Abstract

Despite the widespread use of CRM, evidence regarding its consistent effect on customer loyalty remains fragmented. The rapid development of the virtual world today is very worthy of consideration for a business to immediately build relationships with customers. This study aims to analyze the influence of customer relationship management on customer loyalty within the company. This study uses a literature review method. The data used comes from the outcomes obtained from the research that has been conducted and published in national journals accredited by SINTA. This review applied a qualitative content analysis of 21 SINTA-indexed articles published between 2020–2025. The steps of data analysis are: data collection, data reduction, data presentation, and conclusions. The research results and discussion indicate that CRM has a positive and meaningful impact on customer loyalty within a company. The more effective or appealing the CRM program implemented, the higher the customer loyalty. CRM helps gain a better understanding of customers and can provide more personalized service tailored to individual needs, thus strengthening loyalty. CRM is crucial for building, maintaining, and enhancing strong relationships with customers, as it can provide significant opportunities for companies to increase long-term profits. In conclusion, the implementation of CRM can maintain the existence of a company's business in the long term and can maintain and increase customer loyalty so that they do not switch to competitors. This study identifies dominant CRM dimensions affecting loyalty and highlights gaps for future empirical investigation.
Co-Authors Achmad Kautsar Achmad Rofian Djunaedi Achmad Rofian Djunaedi Agitya Kristantoko Agus Heru Maryanto Akbar, Achmad Muktafi Akbar, Aria Syaiful Al Romdany, Muhammad Aqil Muhsin Alfinatu Nikmah Ana Fitria Anang Kistyanto Andre Dwijanto Witjaksono Annisa Ristanti Arkan, Irsyad Arshad, Azlin Syafinaz Bintang Jalasena Anoraga Budi Purwoko Darmawan, Mirza Dwi Devie Rusiana Dewie Tri Wijayati Dewie Trie Wijayati Dian Anita Nuswantara Dicky Adi Nugroho Dinda Novitasari Albar Dwi Putri Septiara Dwiarko Nugrohoseno Dwiastuti Setyorini Emy Indriaswati Eri Rahardian Fadilah Rizki Solikhah Fahmiroellah Fariz Ismail Fanny Anggraeny Putri Febriana Sa'idah Firdha Afsari Putri Harti Hasanah, Inggrit Aulia Wati Hery Widijanto Inayah Ilahiyyah Ismail, Fahmiroellah Fariz Jayanti, Winka Alfi Jun Surjanti Kartika Ayu Wulandari Kartika Ayu Wulandari Khakim, M. Azizul Kusumawardani, Febriana Lathifa Lailatul Maghfiroh LAILATUL MAGHFIROH Lilis Ariyanti Lucia Tri Pangesthi. Luli Prandita M. Syah Syeh Iskhaq Martianto, Ishma Alfisa Masitha, Kharisma Nur Meylia Elizabeth Ranu Mirza Dwi Darmawan Muchammad Ghozi Izzuddin MUSDHOLIFAH MUSDHOLIFAH Nadia Asandimitra Haryono Novie Rachma Yulia Nugrahani Astuti Nugroho, Dicky Adi Nur Afifah Rosnadia Putri Prisma Pradana Suwarno Putri Puguh Yulianto Puguh Yulianto Purwohandoko Purwohandoko Putri Nurzhavira Gusti Putri, Fanny Anggraeny Rachma Yulia, Novie Noordiana Ratih Amelia, Ratih Ratna Ika Sari Raya Sulistyowati Reynaldi Dwi Junianta Ria Astuti Andrayani Ria Astuti Andrayani Ria Astuti Andrayani, Ria Astuti Ristanti, Annisa Rizka Fadillah Rizky Ramadhany Sito Putri Rozaq, Khoirur Sakianata Maulidina Minarta Sanaji Sanaji Sanaji Sanaji, Sanaji Sanaji, Sanaji Sayuti, Nazura Mohamed Siti Sri Wulandari Sito Putri, Rizky Ramadhany Solly Aryza Sucihati, Roos Nana SUJARWANTO Tamara Virsa Putri Taty Untari Ulil Hartono Wibowo, Ristiaji Ari Winka Alfi Jayanti Yessy Artanti