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Abstract

Purpose: To analyze the impact of Customer Relationship Management (CRM) strategies—including service personalization, two-way communication, and after-sales service—on customer loyalty in the e-commerce industry. The study's hypothesis posits that these three strategies positively impact the development of customer loyalty.


Research Method: A quantitative approach focusing on transaction activity on e-commerce platforms. The population consisted of all active customers, from which a sample of 97 respondents was selected using Cochran’s formula. Primary data collection was conducted using a 5-point Likert-scale questionnaire supported by triangulation techniques, including observation, documentation, and semi-structured interviews. The data were then analyzed using multiple linear regression in SPSS version 21.


Results and Discussion: The test results confirm that all hypotheses are accepted. Service Personalization, Two-Way Communication, and After-Sales Service have a positive and significant effect on Customer Loyalty, both individually and collectively. After-Sales Service is identified as the variable with the most dominant influence on loyalty. Overall, the integration of these three CRM dimensions accounts for 49.6% of the variance in customer loyalty on the e-commerce platform.


Implications: These findings have practical implications for companies and e-commerce platforms, suggesting that they should not focus solely on the pre-purchase experience but must also integrate high-quality post-purchase services to prevent customers from switching to competitors.

Keywords

Customer Relationship Management Personalisasi Layanan Komunikasi Dua Arah Layanan Purna Jual Loyalitas Pelanggan

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Aini, B. H., Mansyuri, M. I., & Ramadhan, R. A. (2026). Customer Relationship Management and Customer Loyalty on E-Commerce Platforms. Advances in Business & Industrial Marketing Research, 4(2), 76–86. https://doi.org/10.60079/abim.v4i2.752
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