The Effectiveness of Customer Relationship Management Strategies in Building Customer Loyalty in Online Businesses
Keywords:
CRM, Customer Loyalty, Digital-Based Businesses, Online Customer Engagement, Service QualityAbstract
Purpose: This study examines the effectiveness of Customer Relationship Management (CRM) strategies in building customer loyalty in online businesses. It aims to analyze how key CRM dimensions personalization, responsiveness, service quality, and communication quality contribute to customer satisfaction, trust, and repeat purchase intention in a digital business environment.
Subjects and Methods: The research adopts a quantitative approach using survey data collected from customers of digital-based businesses. Respondents were selected based on their experience in conducting online transactions. Data were analyzed using descriptive statistics to understand respondent perceptions, Pearson correlation analysis to identify relationships among variables, and multiple linear regression to test the influence of CRM dimensions on customer loyalty.
Results: The findings indicate that CRM strategies play a crucial role in strengthening customer loyalty in online businesses. Personalization, responsiveness, and customer service quality demonstrate a significant positive influence on loyalty, mediated by customer satisfaction and trust. These results suggest that customers value tailored services, timely responses, and consistent service performance more than routine communication alone. Communication quality, while important, shows a weaker direct effect, implying that content relevance and service experience outweigh message frequency. Overall, the results confirm that effective CRM implementation enhances relational bonds and long-term customer engagement in digital contexts.
Conclusions: The study concludes that CRM effectiveness is a strategic determinant of customer loyalty in online businesses. Firms that prioritize personalized, responsive, and high-quality service delivery are more likely to sustain customer trust and encourage repeat purchasing, thereby strengthening their competitive position in the digital marketplace.
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