QUALITATIVE INVESTIGATION OF TAM
71
maintain good relationships with customers and makes them feel connected due to immediate
responses from company employees. Additionally, the study concludes that customized
engagement has a significant impact on customer loyalty, retention, and satisfaction. The study
highlights that product and service information shared by companies on social media influences
customers to continue to engage with the company and empowers customers to share the
information with their friends and followers on social media, driving more customers to the
organization. The study concludes that customer engagement is a key strategy for maintaining
the relationship between CRM and social media.
Nusantara et al. (2023) investigated efforts to penetrate customer loyalty through CRM
and highlighted the advantages of customer loyalty to the organization, such as reducing
marketing, transaction, turnover, and failure costs, while encouraging positive word of mouth
and increasing cross-selling. The study notes that loyal customers end up making regular
purchases, typically purchase outside the product line, recommend consumer products, and
demonstrate immunity from the attractiveness of similar products from competitors (Nusantara et
al., 2023). A descriptive qualitative approach was used through a case study on CRM usage with
the Lotus UMKM company through observation and document analysis and interviews with
informants, including the owners. The findings of this study highlight how the implementation of
CRM has impacted customer loyalty at Lotus UMKM. First, CRM helps the organization create
targeted communications through the customer database available within the system.
Additionally, the study found that CRM helps develop relationships with customers, particularly
with online customers utilizing social networking applications, and found that having access to
this information enabled the organization to share more relevant information back with
customers. The study also found that the implementation of CRM increases sales volume through
Powered by FlippingBook