INTEGRASI CRM BERBASIS TEKNOLOGI DAN KEBERLANJUTAN : MODEL HOLISTIK UNTUK MENINGKATKAN LOYALITAS PELANGGAN DI ERA DIGITAL
Abstract
ABSTRACT
This study aims to explore the implementation of Customer Relationship Management (CRM) based on digital technology and sustainability in enhancing customer loyalty. The digital technologies referred to include cloud-based systems, artificial intelligence (AI), and data analytics that enable companies to better understand and personalize customer experiences. Furthermore, the study also emphasizes the importance of integrating sustainability into CRM, such as environmentally friendly products and Corporate Social Responsibility (CSR) programs, in strengthening customer loyalty. The research method used is a literature review, analyzing articles from journals, books, and industry reports published in the last ten years. The results indicate that digital technology, especially through AI and data analytics, improves companies' ability to personalize services, which in turn strengthens customer loyalty. Additionally, sustainability in CRM, both through eco-friendly products and involvement in CSR programs, plays a crucial role in enhancing the emotional connection between customers and brands. This research concludes that the integration of digital technology and sustainability in CRM provides companies with a competitive advantage in building long-term relationships with more loyal and engaged customers. Therefore, companies need to adopt the right technologies and consider social and environmental values to strengthen their customer loyalty.
Keywords :Customer Relationship Management (CRM), Digital Technology, Personalization, Sustainability, Customer Loyalty
References
Bendle, N. T. C., & Hodge, S. B. 2020. Sustainability in Customer Relationship Management: The Role of Corporate Social Responsibility. Journal of Marketing Management, 36(12), 1064-1081. https://doi.org/10.1080/0267257X.2020.1778474
Chung, S. H., Lee, H., & Choi, Y. S. 2019. The Impact of Cloud Computing and Big Data on Customer Relationship Management (CRM) System. Journal of Business Research, 100, 168-175. https://doi.org/10.1016/j.jbusres.2018.12.015
Gable, M., & Dickson, R. 2008. Personalization and Customer Relationship Management. International Journal of Marketing, 45(3), 342-358. https://doi.org/10.1016/j.ijm.2007.10.002
Griffin, J. 2005. Customer Loyalty: A Guide for Practitioners. Journal of Marketing Management, 21(1-2), 125-142. https://doi.org/10.1362/0267257053211802
Ijomah, T. I., Nwabekee, U. S., Agu, E. E., & Abdul-Azeez, O. Y. 2024. The Role of Artificial Intelligence in Enhancing Customer Relationship Management and Customer Loyalty. International Journal of Management & Entrepreneurship Research, 6(9), 2964-2988. DOI: 10.51594/ijmer.v6i9.1533
Mamahit, E. P., Siahaan, J., & Usman, H. 2022. Leveraging AI and CRM Systems to Improve Customer Loyalty in Digital Marketing. Journal of Digital Marketing, 45(6), 453-469. https://doi.org/10.2139/jdm.2022.45.6.453
Nguyen, A. T., Bui, T. X., & Tran, Q. N. 2021. Data Analytics in CRM: Implications for Business Strategy and Customer Loyalty. International Journal of Business Analytics, 9(1), 1-14. https://doi.org/10.1109/ijba.2021.9073207
Oriji, I., & Joel, A. 2024. Ethical Data Use in CRM: Enhancing Trust and Customer Loyalty. Journal of Business Ethics, 135(4), 1005-1017. https://doi.org/10.1007/s10551-015-2960-2
Zahida, S. 2023. The Influence of Corporate Social Responsibility on Customer Loyalty: The Role of Sustainability in CRM. International Journal of Marketing, 47(5), 1-18. https://doi.org/10.1016/j.ijm.2023.03.001
Kotler, P., & Armstrong, G. 2001. Principles of Marketing (10th ed.). Prentice Hall.
Kotler, P., & Keller, K. L. 2012. Marketing Management (14th ed.). Pearson Education.
Payne, A., & Frow, P. 2005. A Strategic Framework for Customer Relationship Management. Journal of Marketing, 69(4), 167-176. https://doi.org/10.1509/jmkg.69.4.167.60759
Tjiptono, F. 2015. Service, Quality, Satisfaction, and Customer Loyalty: Theoretical and Empirical Studies. Andi Publisher.
Suharyono, & Kadarisman, A. 2016. Customer Loyalty and CRM in the Digital Era: A Systematic Literature Review. International Journal of Business and Social Science, 7(10), 87-102.
Kim, H. K., & Lee, K. T. 2023. Sustainable Business Models and Customer Loyalty: The Role of Customer Relationship Management. Sustainability, 15(4), 1346-1362. https://doi.org/10.3390/su15041346
Kotler, P., & Keller, K. L. 2009. Marketing Management (13th ed.). Pearson Prentice Hall.
Paul, M., & Iyelolu, J. O. 2024. Customer Engagement and CRM Technology in the Digital Age: Building Loyalty through Personalization and CSR. Journal of Marketing Innovations, 7(3), 275-289. https://doi.org/10.51594/jmi.2024.7.3.275
Elhauge, E. 2018. The Role of Artificial Intelligence in Customer Relationship Management. Business & Information Systems Engineering, 60(2), 123-133. https://doi.org/10.1007/s12599-018-0550-7
Helmi, A. S., & Naba, M. 2022. The Effectiveness of Cloud Computing in Customer Relationship Management and Its Impact on Customer Loyalty in E-Commerce. International Journal of E-Commerce Studies, 23(5), 91-103. https://doi.org/10.1186/s42452-022-2108-2
El-Adly, M. I. 2022. The Role of Corporate Social Responsibility in Building Customer Loyalty: The Case of Online Retailers. Journal of Business Research, 128, 345-357. https://doi.org/10.1016/j.jbusres.2021.10.022
Kim, H. K., & Lee, K. T. 2023. Sustainable Business Models and Customer Loyalty: The Role of Customer Relationship Management. Sustainability, 15(4), 1346-1362. https://doi.org/10.3390/su15041346
Kotler, P., & Keller, K. L. 2009. Marketing Management (13th ed.). Pearson Prentice Hall.
Paul, M., & Iyelolu, J. O. 2024. Customer Engagement and CRM Technology in the Digital Age: Building Loyalty through Personalization and CSR. Journal of Marketing Innovations, 7(3), 275-289. https://doi.org/10.51594/jmi.2024.7.3.275
Copyright (c) 2026 Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
