The Role Of Customer Relationship Management In Improving Customer Experience: A Literature Review

Hasanah  Kurniadewi

doi:10.38035/dijemss.v6i4.4439

Authors

Hasanah Kurniadewi Universitas Paramadina, Jakarta, Indonesia

DOI:

https://doi.org/10.38035/dijemss.v6i4.4439

Keywords:

Customer Relationship Management, Customer Loyalty, Customer Experience

Abstract

This analysis aims to examine the role of CRM in increasing customer satisfaction and loyalty. The research method used in this study is a literature approach by collecting various sources that discuss the application of CRM in various company sectors. The results show that CRM can expand marketing, improve long-term relationships with customers, and facilitate product and service customization according to customer needs. Nonetheless, the main challenges faced are complex system integration and data quality that is not always accurate. Thus, effective CRM implementation requires not only sophisticated technology, but also a change in organizational culture and a commitment to focusing on customer satisfaction.

References

A. C. KotlerPhilip, Kevin Lane Keller, Marketing Management. United Kingdom, 2022.

A. Gunawan, Kepemimpinan Melayani di Era Digital: Mendorong Komitmen dan Perilaku Positif Pendidik dalam Perguruan Tinggi. Selat Media, 2024.

A. M. A. Saputra, L. P. I. Kharisma, A. A. Rizal, M. I. Burhan, eta N. W. Purnawati, TEKNOLOGI INFORMASI: Peranan TI dalam berbagai bidang. PT. Sonpedia Publishing Indonesia, 2023.

A. P. Setiawati et al., «The role of customer service through customer relationship management (Crm) to increase customer loyalty and good image», Int. J. Sci. Technol. Res., libk. 8, zenb. 10, or. 2004–2007, 2019.

A. S. Bharmawan eta N. Hanif, Manajemen pemasaran jasa: strategi, mengukur kepuasan dan loyalitas pelanggan. Scopindo Media Pustaka, 2022.

A. Wibowo, «Teori & Praktik CRM (Customer Relationship Management)», Penerbit Yayasan Prima Agus Tek., or. 1–500, 2023.

B. Indrawan, «Pola Customer Relationship yang Terbentuk di Kedai BaleKopi Purworejo». Universitas Islam Indonesia, 2024(e)ko .

C. C. J. Cheng eta E. C. Shiu, «How to enhance SMEs customer involvement using social media: The role of Social CRM», Int. Small Bus. J., libk. 37, zenb. 1, or. 22–42, 2019.

D. A. Putra, G. Geraldi, E. Aldiawan, C. M. Virginia, eta B. Marthin, «Customer Relationship Management dan Rekomendasi untuk UMKM: Literature Review», Al Qalam J. Ilm. Keagamaan dan Kemasyarakatan, libk. 17, zenb. 4, or. 2381–2392, 2023.

D. Diandra, Strategi Membangun Bisnis Mandiri. Gramedia Pustaka Utama, 2016.

D. Hertita, Setiap Pebisnis Harus Tahu Promo Upselling Cross-selling Ini!: Rahasia Upselling Cross-selling dalam Kesuksesan Bisnis. Elex Media Komputindo, 2024.

F. R. Santoso, «Pengaruh Electronic Word Of Mouth (EWOM) dan Customer Relationship Managament (CRM) Terhadap Loyalitas Konsumen Brand Alas Kaki Indonesia». Universitas Islam Indonesia, 2024(e)ko .

F. S. Foltean, S. M. Trif, eta D. L. Tuleu, «Customer relationship management capabilities and social media technology use: Consequences on firm performance», J. Bus. Res., libk. 104, or. 563–575, 2019.

M. Ridwan, A. M. Suhar, B. Ulum, eta F. Muhammad, «Pentingnya penerapan literature review pada penelitian ilmiah», J. Masohi, libk. 2, zenb. 1, or. 42–51, 2021.

M. S. Iswahyudi et al., Pengantar Teknologi Manajemen Bisnis. Cendikia Mulia Mandiri, 2023.

R. A. Sachira, R. A. Putri, eta A. M. Harahap, «Implementasi Customer Relationship Management (Crm) Dalam Sistem Informasi Manajemen Berbasis Web Pada Toko Raja Aluminium», Simtek J. Sist. Inf. dan Tek. Komput., libk. 9, zenb. 1, or. 22–31, 2024.

R. Rokhim, I. Mayasari, eta P. Wulandari, «Customer relation management of financial service provider for people entrepreneurship credit sustainability in Indonesia», in IOP Conference Series: Earth and Environmental Science, IOP Publishing, 2021, or. 12108.

S. Chatterjee, S. Ghosh, eta R. Chaudhuri, «Adoption of ubiquitous customer relationship management (uCRM) in enterprise: leadership support and technological competence as moderators», J. Relatsh. Mark., libk. 19, zenb. 2, or. 75–92, 2020.

S. Dewnarain, H. Ramkissoon, eta F. Mavondo, «Social customer relationship management: An integrated conceptual framework», J. Hosp. Mark. Manag., libk. 28, zenb. 2, or. 172–188, 2019.

S. Santosa eta Y. Febriadi, «Pengaruh Customer Relationship Management (Crm) Terhadap Loyalitas Pelanggan Korporat Pada Penggunaan Layanan Pengiriman Surat Dan Paket Di Kantor Pos Bengkulu 38000», Pro Mark, libk. 12, zenb. 1, 2022.

Y. Baashar et al., «Customer relationship management systems (CRMS) in the healthcare environment: A systematic literature review», Comput. Stand. Interfaces, libk. 71, or. 103442, 2020.