The influence of electronic customer relationship management on customer loyalty with customer satisfaction and customer experience as mediation

Muhammad Hasan Syaifullah; Wenny Pebrianti; Nur Afifah; Juniwati Juniwati; Arman Jaya

Authors

Muhammad Hasan Syaifullah Universitas Tanjungpura, Indonesia
Wenny Pebrianti Universitas Tanjungpura, Indonesia
Nur Afifah Universitas Tanjungpura, Indonesia
Juniwati Juniwati Universitas Tanjungpura, Indonesia
Arman Jaya Universitas Tanjungpura, Indonesia

Keywords:

Electronic Customer Relationship Management, Customer Satisfiying, Customer Experience, Customer Loyalty

Abstract

Gojek is an online transportation service application from Indonesia that dominates the Indonesian market. In 2023, Gojek will experience a decline in market share. Several factors caused this decline. This research aims to reveal and understand the role of E-CRM in the Gojek online transportation application customers use. The variables used in this research include Customer Satisfaction, Loyalty, User experience, and E-CRM. Data collection in this study used a questionnaire distributed to respondents with several predetermined respondent criteria. The population used is Gojek application users. The sample for this research was 210 respondents, who were collected by distributing research questionnaires. Research data was measured using the SEM method assisted by the AMOS 26 statistical application. The results of this research show that E-CRM has a positive effect on Customer Loyalty, with Customer Satisfaction as a potent mediator. Other results from this research show that Customer Experience does not mediate the relationship between E-CRM and Customer Loyalty.

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