The Impact of E-CRM and Customer Experience on E-Commerce Consumer Loyalty Through Satisfaction in Indonesia
DOI:
https://doi.org/10.22441/jurnal_mix.2022.v12i1.005Keywords:
E-CRM, Customer Experience, Customer Satisfaction, Customer Loyalty.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.
References
Ab Hamid, N. R., Cheng, A. Y., & Akhir, R. M. (2011). Dimensions of E-CRM: an empirical study on hotels’ web sites. Journal of Southeast Asian Research, 2(11), 1–15.
Al-Jahwari, N. S., Khan, F. R., Al Kalbani, G. K., & Al Khansouri, S. (2018). Factors influencing customer satisfaction of online shopping in Oman: Youth perspective. Humanities & Social Science Reviews, EISSN, 2395–7654.
Anderson, R. E., & Srinivasan, S. S. (2003). E-Loyalty : A Contingency Framework. Wiley InterScience, 20(2), 123–138. https://doi.org/10.1002/mar.10063
APJII. (2019). Penetrasi & Profil Perilaku Pengguna Internet Indonesia Tahun 2018. Apjii, 51. www.apjii.or.id
Arikunto, S. (2013). Prosedur Penelitian : Suatu Pendekatan Praktik. Rineka Cipta.
Bowen, J. T., & Chen, S. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management.
Cyr, D., Bonanni, C., Bowes, J., & Ilsever, J. (2005). Beyond trust: Web site design preferences across cultures. Journal of Global Information Management (JGIM), 13(4), 25–54.
Dhiranty, A., Suharjo, B., & Suprayitno, G. (2017). An Analysis on Customer Satisfaction , Trust and Loyalty TOWARD ONLINE SHOP ( A Case Study of Tokopedia . com ). 3(32), 101–110.
Diller, S., Shedroff, N., & Rhea, D. (2005). Making meaning: How successful businesses deliver meaningful customer experiences. New Riders.
Dutka, A. F. (1994). AMA handbook for customer satisfaction. NTC Business books.
Flavián, C., Guinalíu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information & Management, 43(1), 1–14.
Ghozali, I. (2011). Aplikasi Analisis Multivariate Dengan Program SPSS. Universitas Diponegoro.
Hollyoake, M. (2009). The four pillars: Developing a ‘bonded’business-to-business customer experience. Journal of Database Marketing & Customer Strategy Management, 16(2), 132–158.
Hsu, S.-H. (2008). Developing an index for online customer satisfaction: Adaptation of American Customer Satisfaction Index. Expert Systems with Applications, 34(4), 3033–3042.
Kotler, P., & Keller, K. L. (2012). Marketing Management. Prentice Hall.
Kotler, P., & Lee, N. R. (2009). Up and Out of Poverty: The Social Marketing Solution. Pearson Education, Inc.
Lemke, F., Clark, M., & Wilson, H. (2006). What makes a great customer experience.
Lemke, F., Clark, M., & Wilson, H. (2011). Customer experience quality : an exploration in business and consumer contexts using repertory grid technique. 846–869. https://doi.org/10.1007/s11747-010-0219-0
Mantala, R. (2016). PENGARUH CUSTOMER EXPERIENCE TERHADAP CUSTOMER SATISFACTION PADA PENGGUNA SMARTPHONE ANDROID ( Studi pada Mahasiswa Politeknik Negeri Banjarmasin ). Jurnal Wawasan Manajemen, 4(2), 153–164.
Marshellina, M., & Prabowo, H. (2013). Pengaruh E-CRM Dan Service Quality Terhadap Customer Satisfaction Dan Dampaknya Terhadap Customer Loyalty Pada PT XL. Binus Business Review, 4(2), 619–630.
Mulyono, S. H., & Djatmiko, T. (2018). Pengaruh Customer Experience Terhadap Customer Satisfaction Di Tokopedia. EProceedings of Management.
Novak, T. P., Hoffman, D., & Yung, Y. (2000). Measuring the Customer Experience in Online Environments : A Structural Measuring the Customer Experience in Online Environments : A Structural Modeling Approach *. February. https://doi.org/10.1287/mksc.19.1.22.15184
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460–469. http://www.jstor.org/stable/3150499 .
Sanjaya, V. (2013). Pengaruh customer experience quality terhadap customer satisfaction & customer loyalty di kafe excelso tunjungan plaza surabaya: perspektif b2c. Jurnal Manajemen Pemasaran Petra, 1(1), 1–15.
Singarimbun, M., & Effendi, S. (2012). Metode Penelitian Survai. LP3ES.
Sugiyono. (2014). Metode Penelitian Kombinasi. CV Alfabeta.
Syahnur, M. H., Soeharijanto, M., & Tazlie, L. (2018). ANALISIS CUSTOMER EXPERIENCE DENGAN IMPORTANCE PERFORMANCE ANALYSIS ( IPA ) – SUATU STUDI PADA PELANGGAN TELKOM INDIHOME. 5(2), 1–12.
Syarizka, D. (2019). Begini Prediksi Tren Ecommerce Sepanjang 2019. Bisnis Indonesia.
Tjiptono, F., & Chandra., G. (2011). Service, Quality and Satisfaction (3rd ed.). Andi.
Turban, E., Outland, J., King, D., Lee, J. K., Liang, T.-P., & Turban, D. C. (2018). Electronic Commerce 2018 - A Managerial and Social Networks Perspective (9th ed.). Springer International Publishing. https://doi.org/10.1007/978-3-319-58715-8
Yanuardi, A. W., Wahyudi, W. T., & Nainggolan, B. (2016). Analisis omnichannel customer experience maturity Di Pt. telekomunikasi Indonesia. Jurnal Manajemen Indonesia, 16(2), 81–94.
Yuniarty, Y., & Abbas, B. S. (2018). FAKTOR-FAKTOR PENENTU KEPUTUSAN PEMBELIAN MELALUI E-COMMERCE PAD PT. GRE. Jurnal Manajemen Indonesia, 18(2), 144–153.
Downloads
Published
How to Cite
Issue
Section
License
The copyright to this article is transferred to Universitas Mercu Buana (UMB) if and when the article is accepted for publication. The undersigned hereby transfers any and all rights in and to the paper including without limitation all copyrights to UMB. The undersigned hereby represents and warrants that the paper is original and that he/she is the author of the paper, except for material that is clearly identified as to its original source, with permission notices from the copyright owners where required. The undersigned represents that he/she has the power and authority to make and execute this assignment.
We declare that this paper has not been published in the same form elsewhere.
Furthermore, I/We hereby transfer the unlimited rights of publication of the above mentioned paper in whole to UMB. The copyright transfer covers the right to reproduce and distribute the article, including reprints, translations, photographic reproductions, microform, electronic form (offline, online) or any other reproductions of similar nature.
The corresponding author signs for and accepts responsibility for releasing this material on behalf of any and all co-authors. This agreement is to be signed by at least one of the authors who have obtained the assent of the co-author(s) where applicable. After submission of this agreement signed by the corresponding author, changes of authorship or in the order of the authors listed will not be accepted.
Retained Rights/Terms and Conditions
Although authors are permitted to re-use all or portions of the Work in other works, this does not include granting third-party requests for reprinting, republishing, or other types of re-use.
