Advances in Business & Industrial Marketing Research

Customer Relationship Management and Customer Loyalty on E-Commerce Platforms

Bunga Hidayatul Aini — 2026-04-14

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.

The Role of Product Design in Purchase Intention: Mediating Effects of eWOM Intention and Hedonic Value in Social Commerce

Yulinda L. Ismail — 2026-05-16

Purpose: This study examines the effect of product design on purchase intention in social commerce, particularly TikTok Shop, by analyzing the mediating roles of hedonic value and eWOM intention.

Research Method: A quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed. Data were collected from TikTok users through purposive sampling. The constructs measured include product design, hedonic value, eWOM intention, and purchase intention, analyzed using SmartPLS.

Results and Discussion: The results show that product design significantly influences both hedonic value and eWOM intention. Both variables significantly affect purchase intention, with eWOM intention showing a stronger effect. The direct effect of product design on purchase intention is not significant when mediators are included but becomes significant when excluded, indicating full mediation. This suggests that product design influences purchase intention indirectly through emotional and social mechanisms, with social influence playing a more dominant role.

Implications: The findings highlight the importance of integrating emotional and social strategies in social commerce. Businesses should focus on encouraging user interaction and content sharing rather than relying solely on visual appeal.

Originality: This study offers a novel integrated model demonstrating that eWOM intention is a more dominant mediator than hedonic value in visual-based social commerce environments.