The Impact of E-CRM and Customer Experience on E-Commerce Consumer Loyalty Through Satisfaction in Indonesia

Abstract

Objectives: The objective of this research is to examine how the relationship between E-CRM and customer experience affects customer loyalty through customer satisfaction. Internet use grows year after year, especially in Indonesia. New terms emerge to describe the increase in internet use or utilization in our daily lives, such as IoT (internet of things), AI (artificial intelligence), startups, and Big Data, among others. As a result of technological advancements, most notably the use of the internet, the industrial world is also advancing at a fast pace.Methodology: The online questionnaire was randomly distributed to people who had used e-commerce at least once during the pandemic (march 2020 - now). The sample consisted of 85 people who were selected by purposive sampling technique and analyzed using the PLS 3 SEM application.Finding: Customer experience did not affect customer satisfaction, and also customer experience did not affect customer loyalty through customer satisfaction. Meanwhile, customer satisfaction assisted effect E-CRM on customer loyalty. Customer satisfaction affects customer loyalty.Conclusion: The study's findings should assist in the advancement of science, particularly in the fields of digital marketing and consumer behaviour. It is also expected to provide feedback to e-commerce industry participants in order to assist them in improving their customer experience in order to maintain customer satisfaction and consumer loyalty.

MSMEs HR Understanding on Copyright Protection of Creative Works Digital Marketing Social Media Platforms in The Digital Era (Study on SMEs assisted by Kadin City of Bandung)

“…This is in line with the results from Ramli et al (2020) in a study entitled "Legal Aspects of the e-Commerce Platform in the Digital Transformation Era". The results explained a legal protection effort conducted in a preventive, repressive, and resourceful way in the protection of laws that utilize e-commerce platforms by the legal efforts of the use of regulations governing, especially in social media platforms (Ramli et al, 2020) and small and medium-sized enterprises (SMEs) must regularly assess, update, and adapt their product line (Diantoro et al, 2023;Nurjannah et al, 2022).…”

A Model Predicting CRM Resource Effect on Business Performance through CRM Capabilities

“…The results highlighted the positive effect of CRM on the organization sales performance. The study in [42,43] analyzed the relationship between E-CRM and customer experience which further impacted customer loyalty. The study revealed that the customer experience did not affect customer satisfaction or customer loyalty.…”

E-Service Quality And E-Trust Toward Online Shop Customers E-Loyalty: Satisfaction as Mediation

“…E-Trust is a willingness to recognize a brand with all its types on the basis of the desire for the brand to present positive things and generate loyalty. According to (Nurjannah et al,2022) there are at least six definitions relevant to e-commerce applications, one of which defines that trust will occur if a person has confidence in an exchange with a partner who has integrity and can be trusted. E-Trust is a company's belief in other companies that these other companies will provide positive results for the company.…”

“…The effect of e-Trust and e-service quality on e-Satisfaction based on the results of the study showed that e-Trust and e-service quality together have a positive and significant impact on e-satisfaction. According to (Nurjannah et al, 2022); (Purwanto et al, 2021) the better the respondents' assessment of e-Trust and e-service quality Onlineshop, the e-Satisfaction of consumers will also increase. Conversely, if the respondent's assessment of e-Trust and e-service quality Onlineshop gets worse, the Onlineshop consumer e-Satisfaction will be increasingly dissatisfied.…”