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Indonesian E-Commerce: Examining E-CRM, Browsing, Satisfaction and Loyalty

Author

Listed:
  • Suyanto Suyanto

    (IPWIJA University, Indonesia)

  • Widarto Rachbini

    (Universitas Pancasila, Indonesia)

  • Harimurti Wulandjani

    (Universitas Pancasila, Indonesia)

  • Aully Grashinta

    (Universitas Pancasila, Indonesia)

  • Emi Rahmawati

    (Universitas Trunojoyo, Indonesia)

Abstract

This research aims to investigate the influence of Electronic Customer Relationship Management (e-CRM), hedonic browsing, and utilitarian browsing on e-satisfaction and e-loyalty in online shopping in Indonesia. To investigate the associations between these variables, Structural Equation Modeling (SEM) analysis was performed using a quantitative study methodology and survey data from 962 respondents. The findings show a strong correlation between utilitarian browsing and e-satisfaction and e-loyalty, hedonic browsing and e-satisfaction, and e-satisfaction and e-loyalty. Nevertheless, there was no statistically significant correlation discovered between e-CRM and e-loyalty or e-satisfaction. The results highlight the significance of giving equal weight to hedonic and utilitarian elements of the virtual buying encounter in order to augment client contentment and allegiance. Furthermore, even though the findings did not conclusively confirm the efficacy of e-CRM techniques in affecting customer outcomes, managers ought to be aware of their potential influence on cultivating enduring customer connections.

Suggested Citation

  • Suyanto Suyanto & Widarto Rachbini & Harimurti Wulandjani & Aully Grashinta & Emi Rahmawati, 2024. "Indonesian E-Commerce: Examining E-CRM, Browsing, Satisfaction and Loyalty," International Review of Management and Marketing, Econjournals, vol. 14(6), pages 37-45, October.
    • Handle: RePEc:eco:journ3:2024-06-5
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    References listed on IDEAS

    as
    1. Saffanah Fausta Lamis & Putu Wuri Handayani & Widia Resti Fitriani, 2022. "Impulse buying during flash sales in the online marketplace," Cogent Business & Management, Taylor & Francis Journals, vol. 9(1), pages 2068402-206, December.
    2. Smitha Nayak & Mendon Suhan & Raveendranath Nayak & Cristi Spulbar & Ramona Birau & Sangam Mahesh Gull, 2022. "Antecedents to purchase intention in virtual market space in India: an empirical investigation," Cogent Business & Management, Taylor & Francis Journals, vol. 9(1), pages 2003502-200, December.
    3. Harash Sachdev & Matthew H. Sauber, 2023. "Employee–customer identification: Effect on Chinese online shopping experience, trust, and loyalty," Cogent Business & Management, Taylor & Francis Journals, vol. 10(3), pages 2275369-227, December.
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    More about this item

    Keywords

    Electronic Customer Relationship Management; Hedonic Browsing; Utilitarian Browsing; e-Satisfaction; e-Loyalty; Online Shopping;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making

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