Implementation of Customer Relationship Management (CRM) in E-Commerce Systems to Improve Customer Satisfaction and Loyalty

Authors

  • Johni S Pasaribu Politeknik Piksi Ganesha
  • Hadi Jayusman Universitas Harapan Bangsa
  • Arman Universitas Metamedia
  • Muhamad Faza Almaliki Universitas Halu Oleo
  • Isnawaty Universitas Halu Oleo

Keywords:

CRM, Customer Relationship Management, E-Commerce, Customer Satisfaction, Customer Loyalty, Digital Marketing, Retention Strategy

Abstract

The rapid growth of e-commerce has intensified competition among online retailers, necessitating robust strategies to retain customers and foster long-term loyalty. This study investigates the implementation of Customer Relationship Management (CRM) systems within e-commerce platforms and their measurable impact on customer satisfaction and loyalty metrics. Employing a mixed-methods research design involving 320 respondents from various e-commerce platforms operating in Indonesia, the study evaluates six core CRM features personalized recommendations, loyalty programs, 24/7 chat support, automated order tracking, targeted email campaigns, and feedback systems before and after a six-month CRM intervention period. Quantitative data were analyzed using paired t-tests and Pearson correlation analysis, while qualitative data were obtained from structured focus group discussions. Results indicate a statistically significant mean satisfaction improvement of 40.8% (from 3.06 to 4.31 on a five-point Likert scale, p < 0.001), a 17.8 percentage point increase in annual retention rates, and a Net Promoter Score gain of 26 points. Customer Lifetime Value rose by 53.1%, and monthly churn rates declined from 8.9% to 4.2%. The findings demonstrate that integrated CRM implementation substantially strengthens customer engagement, satisfaction, and loyalty within e-commerce ecosystems. Practical implications for e-commerce operators and CRM platform developers are discussed.

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Published

2026-04-22

How to Cite

Johni S Pasaribu, Hadi Jayusman, Arman, Muhamad Faza Almaliki, & Isnawaty. (2026). Implementation of Customer Relationship Management (CRM) in E-Commerce Systems to Improve Customer Satisfaction and Loyalty. KOMPUTER: Knowledge of Modern Processing, Utilization, and Technology for Engineering Research, 1(1), 15–24. Retrieved from https://gpijournal.com/index.php/ti/article/view/552

Issue

Vol. 1 No. 1 (2026): April

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Articles

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Copyright (c) 2026 Johni S Pasaribu, Hadi Jayusman, Arman, Muhamad Faza Almaliki, Isnawaty

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