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Abstract

Purpose: This study aims to analyze the effects of Customer Relationship Management (CRM) strategies, consisting of service personalization, two-way communication, and after-sales service, on customer loyalty in the e-commerce industry. The study hypothesizes that these three CRM dimensions positively affect customer loyalty.


Research Method: This research used a quantitative approach focusing on customer transaction activities on e-commerce platforms. The population consisted of active e-commerce customers, with a sample of 97 respondents determined using Cochran’s formula. Primary data were collected through a 5-point Likert-scale questionnaire, supported by observation, documentation, and semi-structured interviews. Data were analyzed using multiple linear regression with SPSS version 21.


Results and Discussion: The findings show that service personalization, two-way communication, and after-sales service have positive and significant effects on customer loyalty, both partially and simultaneously. After-sales service is the most dominant factor influencing loyalty. The three CRM dimensions explain 49.6% of the variation in customer loyalty, indicating that CRM strategies play an important role in retaining e-commerce customers.


Implications: E-commerce companies should strengthen post-purchase services while maintaining personalized services and interactive communication to reduce customer switching.


Originality: This study highlights the dominant role of after-sales service within CRM strategies in building customer loyalty in e-commerce.

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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