QUALITATIVE INVESTIGATION OF TAM
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special offers to customers based on information about customer wants and needs. Finally, the
results of this research show that there is a significant influence of CRM on customer loyalty and
that the better the implementation of CRM within the business unit, there is an increased
opportunity for the organization to leverage data from customers, leading to greater loyalty to
products and services.
Yohans et al. (2023) analyzed the effect of CRM technologies and customer engagement
on customer loyalty. This study suggests that the process of using CRM to manage detailed
information about customers and managing activities related to contact with customers can
maximize the realization of loyalty. Additionally, this study examined the role of CRM within
the online transportation space in Indonesia through a case-study design of the Gojek platform
(Yohans et al., 2023). Importantly, this study defines customer engagement as the level of
attention and active involvement of customers in communication and suggests that a more active
response from customers can allow an organization to obtain better value. Yohans et al. (2023)
also define customer loyalty as the deeply held commitment to repurchase a product or service in
the future, although there may be external factors and marketing initiatives from competitors.
The hypothesis of this research is that there is an effect of CRM technologies on customer
loyalty, a positive effect on customer engagement on customer loyalty, a positive effect of CRM
technologies on customer engagement, and an effect of CRM on customer loyalty through
customer engagement. A quantitative and qualitative questionnaire that utilized a series of five-
point Likert scales was utilized and received approximately 100 responses from Gojek customers
and users. The findings of this study suggest that there is a significant influence of CRM on
customer loyalty and customer engagement. Additionally, the study found a positive correlation
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