Evaluating the Impact of Web-Based CRM Implementation on Customer Retention and Transaction Value in Online Stores
DOI:
https://doi.org/10.69855/komputer.v1i2.794Keywords:
Customer Relationship Management, Customer Retention, Transaction Value, Web-Based Information System, Online StoreAbstract
Small and medium-sized online stores increasingly compete not only on price but on their ability to retain existing customers, since repeat customers generate a disproportionate share of long-term revenue compared to one-time buyers. Many small online retailers, however, still manage customer data manually through spreadsheets or rely solely on marketplace-provided tools, limiting their ability to systematically identify, segment, and re-engage customers at risk of churning. This study evaluates the impact of implementing a web-based Customer Relationship Management (CRM) system on customer retention and transaction value at an online fashion retailer in Padang, Indonesia. The CRM system, built using PHP, the Laravel framework, and a MySQL database, integrates customer purchase history, Recency-Frequency-Monetary (RFM) based segmentation, and automated retention triggers delivered through email and WhatsApp. A before-after evaluation design was used, comparing six months of transaction data prior to CRM implementation with six months of data following implementation, drawn from a customer base of 850 registered customers. Results show that the customer retention rate increased from a mean of 24.3% to 41.7% (paired t = 8.42, p < .001), the average transaction value increased from IDR 285,400 to IDR 349,800 (paired t = 6.15, p < .001), purchase frequency increased from 1.18 to 1.52 orders per customer per month (paired t = 5.03, p = .002), and churn rate decreased from 18.6% to 9.4% (paired t = -6.88, p < .001). RFM segmentation further showed that the proportion of customers classified as "Champions" and "Loyal Customers" nearly doubled after implementation, while the proportion classified as "Lost" declined substantially. Functional black-box testing confirmed that all core CRM modules operated correctly (48 of 50 test scenarios passed, 96.0%), and a System Usability Scale (SUS) evaluation with administrative staff produced a mean score of 78.4, corresponding to a "good" usability rating. These findings indicate that a well-designed web-based CRM system can produce statistically significant and practically meaningful improvements in customer retention and transaction value for small online retailers.
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