The Role of Customer Relationship Management (CRM) in Increasing Customer Loyalty in E-Commerce Businesses in Indonesia
Keywords:
Customer Relationship Management (CRM), Customer Loyalty, E-CommerceAbstract
Purpose: This study aims to examine the role of Customer Relationship Management (CRM) in increasing customer loyalty within Indonesia’s e-commerce sector. As digital marketplaces become increasingly saturated and competitive, customer retention has emerged as a strategic priority. This research evaluates how CRM components including personalization, service responsiveness, trust-building, and communication continuity contribute to sustaining consumer loyalty and repeat purchase behavior in online commerce platforms.
Subjects and Methods: This research employed a quantitative descriptive-inferential approach, collecting primary data through structured questionnaires distributed to 420 active e-commerce users across Indonesia. Respondents were selected using purposive sampling, focusing on individuals with regular engagement in online transactions across major platforms such as Tokopedia, Shopee, and Lazada. Data were analyzed using descriptive statistics, Pearson correlation, and multiple regression analysis to measure the influence and predictive power of CRM variables on customer loyalty metrics.
Results: The statistical findings indicate that all four CRM dimensions significantly and positively influence customer loyalty, with trust-building and personalization having the strongest effects. Correlation analysis revealed robust associations between CRM practices and consumer loyalty indicators such as repurchase intention, platform advocacy, and reduced brand-switching behavior. Multiple regression further confirmed that CRM strategies accounted for a significant proportion of variance in customer loyalty outcomes.
Conclusions: CRM plays a vital role in shaping consumer loyalty in Indonesia’s e-commerce industry. To maintain competitiveness and market share, digital platforms must adopt customer-centric CRM strategies that foster trust, personalize user experiences, and establish consistent, meaningful engagement with their consumer base. Future studies could explore CRM applications across diverse digital commerce segments.
References
Akanbi, P. A., & Obafemi, O. O. (2024). Impact of Customer Loyalty on Organizational Performance in Some Selected Publishing Companies in South-Western Nigeria. British Journal of Management and Marketing Studies, 7(1), 119-133. http://dx.doi.org/10.52589/BJMMS-OVPW9YV5
Chowdhury, N., Balaraman, P., & Liu, J. (2023). The evolution of B2B strategies in the rise of value co-creation and service management. Journal of Strategy and Management, 16(4), 708-732. http://dx.doi.org/10.1108/JSMA-03-2023-0064
Dau, Q. V. (2024). CUSTOMER SATISFACTION AND CUSTOMER LOYALTY Case Online Shopping through Shopee. com (B2C) (Doctoral dissertation, Magyar Agrár-és Élettudományi Egyetem).
Degner, J. L. (2023). The family in the inflation culture (Doctoral dissertation, Université d'Angers).
Har, L. L., Rashid, U. K., Te Chuan, L., Sen, S. C., & Xia, L. Y. (2022). Revolution of retail industry: from perspective of retail 1.0 to 4.0. Procedia Computer Science, 200, 1615-1625.
Hutmacher, F., & Appel, M. (2023). The psychology of personalization in digital environments: From motivation to well-being–a theoretical integration. Review of General Psychology, 27(1), 26-40. http://dx.doi.org/10.1177/10892680221105663
Khashab, B., Gulliver, S., Ayoubi, R., & Strong, C. (2022). Analysing enterprise resources for developing CRM framework in higher education institutions. Journal of Enterprise Information Management, 35(6), 1639-1657.
Lestari, A. P., Fatiha, S. A., & Putri, S. O. (2024). E-Commerce in Indonesia's Economic Transformation and Its Influence on Global Trade. International Journal of Computer in Law & Political Science, 4, 10-23.
Mishra, A., Singh, H., Parnami, A., & Shukla, J. (2024). MobiTangibles: Enabling Physical Manipulation Experiences of Virtual Precision Hand-Held Tools' Miniature Control in VR. IEEE Transactions on Visualization and Computer Graphics. https://doi.org/10.1109/tvcg.2024.3456191
Okonkwo, I., Mujinga, J., Namkoisse, E., & Francisco, A. (2023). Localization and global marketing: Adapting digital strategies for diverse audiences. Journal of Digital Marketing and Communication, 3(2), 66-80.
Rane, N., Choudhary, S., & Rane, J. (2023). Hyper-personalization for enhancing customer loyalty and satisfaction in Customer Relationship Management (CRM) systems. Available at SSRN 4641044.
Sham, R., Christian, W., Daud, D., & Miraz, M. H. (2024). Sustainable Digital Economy Development for E-Commerce Users in Indonesia. Journal of ASIAN Behavioural Studies, 9(29), 57-69.
Svensson, A., & Gottfridsson, E. (2024). Engaging Generation Z: A qualitative study on improving loyalty rewards to increase engagement among Generation Z consumers in fast-fashion retail in Sweden.
Yu, J. (2024, October). Integrating Customer Relationship Management in Organizational Behavior: A Strategic Approach. In 2024 2nd International Conference on Management Innovation and Economy Development (MIED 2024) (pp. 566-572). Atlantis Press. https://doi.org/10.2991/978-94-6463-542-3_65
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Journal of Economic Trends and Management
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
