Development of a Data-Based Customer Relationship Management (CRM) Model to Increase Customer Loyalty in the E-commerce Sector

Authors

  • Loso Judijanto IPOSS Jakarta, Indonesia
  • Heppy Agustiana Vidyastuti STIE Ekuitas
  • Rini Hadiyati Universitas Muhammadiyah Luwuk
  • Mesak Yandri Masela Universitas Lelemuku Saumlaki

DOI:

https://doi.org/10.58812/wsist.v2i03.1523

Keywords:

Customer Relationship Management, E-commerce, Customer Loyalty, Data-Driven Strategy, Personalized Communication

Abstract

The rapid growth of the e-commerce sector has intensified the need for effective Customer Relationship Management (CRM) systems to enhance customer loyalty. This study aims to develop a data-based CRM model tailored for the e-commerce industry, emphasizing the integration of personalized communication, data-driven insights, and responsiveness. A quantitative approach was employed, with data collected from 60 respondents using a Likert scale of 1 to 5. The data were analyzed using SPSS version 25. Findings reveal significant positive relationships between CRM components and customer loyalty, with data-driven insights emerging as the most influential predictor. This study contributes to the literature by providing actionable insights and a validated framework for leveraging CRM practices in e-commerce. The findings underscore the importance of data integration, personalization, and responsive customer engagement to foster loyalty and gain a competitive advantage in the evolving digital marketplace.

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Published

2024-12-31

How to Cite

Judijanto, L., Vidyastuti, H. A., Hadiyati, R., & Masela , M. Y. (2024). Development of a Data-Based Customer Relationship Management (CRM) Model to Increase Customer Loyalty in the E-commerce Sector. West Science Information System and Technology, 2(03), 390–397. https://doi.org/10.58812/wsist.v2i03.1523