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Analysis building customer engagement through e-CRM in the era of digital banking in Indonesia

Author

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  • Chandra Hendriyani
  • Sam'un Jaja Raharja

Abstract

Transformations in technology triggered by many companies have changed their platform to business digitisation and involved the customers to improve competitiveness by creating proximity and fast response. This transformation into digitisation will encourage customer engagement. Customer engagement is conducted via e-CRM application supported by the database, website, e-mail and social media marketing as a tool to develop customer intimacy. This study is intended to illustrate forms of e-CRM which is used to develop customer engagement in the banking industry in Indonesia. The method used in this study was qualitative research with descriptive approach. The data collection techniques applied by conducting the observation and literature study. The results show that the use of internet technology in banking such as website, customer service online, e-mail and social media marketing found significant relationships that pursue sustainability. Thus, it indicates that the implementation of e-CRM obviously has created engagement and solutions for customers.

Suggested Citation

  • Chandra Hendriyani & Sam'un Jaja Raharja, 2018. "Analysis building customer engagement through e-CRM in the era of digital banking in Indonesia," International Journal of Economic Policy in Emerging Economies, Inderscience Enterprises Ltd, vol. 11(5), pages 479-486.
    • Handle: RePEc:ids:ijepee:v:11:y:2018:i:5:p:479-486
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    Cited by:

    1. Ferdian Timur Satyagraha & Rudi Purwono & Dyah Wulan Sari, 2022. "An Analysis of the Performance of Regional Development Banks (RDB) in Indonesia: Stochastic Frontier Analysis Approach," Economies, MDPI, vol. 10(9), pages 1-12, September.
    2. Lamrhari, Soumaya & Ghazi, Hamid El & Oubrich, Mourad & Faker, Abdellatif El, 2022. "A social CRM analytic framework for improving customer retention, acquisition, and conversion," Technological Forecasting and Social Change, Elsevier, vol. 174(C).

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