The Effect of Customer Relationship Management on Customer Engagement

Hifzhil Rahman (), Ratih Hurriyati and Henny Hendrayati
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Hifzhil Rahman: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia
Henny Hendrayati: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), 2024, pp 538-543 from Springer

Abstract: Abstract The fashion industry is one of the potential creative industries in Indonesia, which has recently become profitable because its growth is continuously increasing. At this time, the company must continue providing better service than its competitors to strengthen customer relationships. When a company has a close relationship with customers, customers will not run to other companies, so successful customer engagement is achieved. If a company or brand does not consider or pay attention to customer engagement, it will be seen as underestimating its customers. Customers have been considered the main element for companies to retain customers through satisfaction that exceeds expectations and lasting relationships between the company and customers. In the current scenario, Customer Relationship Management (CRM) is used to achieve this goal. This research was conducted to determine the influence of Customer Relationship Management on Customer Engagement. The method used was an explanatory survey. The sample consisted of 100 respondents, with a non-probability sampling technique; the sampling used was purposive. The results of this research show that Customer Relationship Management influences Customer Engagement.

Keywords: Customer Relationship Management; Customer Engagement; Fashion (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-443-3_70

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