Analysis of Customer Loyalty Improvement through CRM Implementation in Online Fashion Stores
Keywords:
Customer Loyalty, CRM Implementation, Online Fashion Store, Personalization, Loyalty Program, Customer Satisfaction, Digital RetailAbstract
Customer loyalty has become an increasingly critical competitive differentiator in the rapidly growing online fashion retail sector, where low switching costs and intense price competition make customer retention a strategic priority. This study analyzes the role of Customer Relationship Management (CRM) implementation in improving customer loyalty in online fashion stores.A quantitative research design was employed, with data collected from 300 active customers of three major Indonesian online fashion platforms using a structured questionnaire. Multiple regression analysis was used to examine the effects of CRM dimensions personalization, loyalty programs, customer service quality, omnichannel integration, and trust on customer loyalty.The results indicate that CRM implementation significantly enhances customer loyalty, with customer satisfaction emerging as the strongest predictor (β = 0.312, p < 0.001), followed by personalization (β = 0.241, p < 0.001) and customer service quality (β = 0.217, p < 0.001). The model explains 71.4% of the variance in customer loyalty (R² = 0.714).In addition, longitudinal data from participating companies show substantial improvements after CRM implementation, including a 71.6% increase in repeat purchase rates, a 92.3% increase in Net Promoter Score, and a 77.7% increase in Customer Lifetime Value.These findings highlight the significant role of CRM in enhancing customer loyalty and provide practical implications for firms in prioritizing CRM strategies in digital fashion retail.
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Copyright (c) 2026 Muhamad Faza Almaliki, Isnawaty, Seila Azmia, Mukhammad Fakhir Rizal, Sitti Aisa
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