The Role of CRM-Based Information Systems in Improving Customer Service Quality in Online Stores
DOI:
https://doi.org/10.69855/komputer.v1i2.704Keywords:
Customer Relationship Management, Information System, Service Quality, Online Store, E-CommerceAbstract
The rapid growth of e-commerce has increased customer expectations for fast, accurate, and personalized services, making Customer Relationship Management (CRM)-based information systems essential for online retailers. This study analyzes the role of CRM-based information systems in improving customer service quality in online stores by examining three technological dimensions: data management capability, service process automation, and personalization features. A quantitative research design was employed using a survey administered to 96 active customers of an online store that had implemented a web-based CRM system. Data were analyzed through validity and reliability tests, descriptive statistics, classical assumption tests, and multiple linear regression using SPSS version 26. The results show that all three CRM dimensions had positive and significant effects on customer service quality, both individually and simultaneously. The adjusted R² value of 0.742 indicates that 74.2% of the variance in customer service quality was explained by the CRM-based information system variables. Service process automation was the strongest predictor (β = 0.412; p < 0.001), followed by personalization features (β = 0.318; p < 0.001) and data management capability (β = 0.221; p = 0.004). These findings confirm that data management capability, service process automation, and personalization features contribute significantly to service reliability, responsiveness, assurance, empathy, and tangibility. An integrated CRM information system can therefore strengthen customer service quality and improve the online shopping experience. The study contributes to information systems literature and offers practical guidance for online store managers seeking to optimize CRM investments, enhance service performance, and build stronger, more sustainable customer relationships in increasingly competitive digital markets.
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