The influence of electronic customer relationship management (E-CRM) on customer satisfaction (CS) and customer loyalty (CL): a pilot study in Malaysian private institute of higher learning

• Main Authors: Abdullah, Siti Salmiah, Abdul Wahid, Nur Kamariah, Abdul Razak, Arbaiah, Jan, Muhammad Tahir
• Format: Article
• Language: English
• Published: Asian Scholars Network 2024
• Subjects: HB201 Value. Utility; HB238 Competition. Production. Wealth; HF5410 Marketing. Distribution of products; HF5475.I74 Halal business, entrepreneur, marketing, management, and administration; HF5548.7 Industrial psychology; HF5801 Advertising; T Technology (General)
• Online Access: http://irep.iium.edu.my/113916/7/113916_The%20influence%20of%20electronic%20customer%20relationship.pdf; http://irep.iium.edu.my/113916/; https://myjms.mohe.gov.my/index.php/ajrbm/article/view/26651/14727; https://doi.org/10.55057/ajrbm.2024.6.2.5
• Institution: Universiti Islam Antarabangsa Malaysia

he Electronic Customer Relationship Management (E-CRM), as the primary e- commerce strategy, encompasses the integration of management, applications, and software with a key objective of enhancing customer service, fostering customer relationships, and retaining valuable clientele. In this pilot study, the researcher aims to explore the potential relationship between the E-CRM, Customer Satisfaction (CS) and Customer Loyalty (CL). To conduct the study, instruments adapted from previous research were used, avoiding the need for pre-testing. A total of 30 questionnaires were hand-delivered to respondents at two private higher education institutions, allowing two weeks for completion with 100% of response rate. Data from the questionnaire was entered and analysed using IBM SPSS Statistics 23 software. The reliability of the instrument was assessed using the composite mean, resulting in a reliability coefficient of 0.955 for E-CRM, 0.904 for CS, and 0.885 for CL. This reliability coefficient provides an overview of the consistency and reliability of the measurement instrument used in the study. This study provides valuable insights into optimizing E-CRM specifically tailored for Private Institutes of Higher Learning, aligning it with their unique organizational cultures, and ultimately elevating customer satisfaction and loyalty levels, which, in turn, can have a positive impact on organizational profitability and revenue.