The Influence of Electronic Customer Relationship Management On Customer Loyalty With Customer Satisfaction and Customer Experience As Mediation

Jurnal Ekonomi
Volume 13 , Number 01, 2024, DOI 10.54209/ekonomi.v13i01

ESSN 2721-9879 (Online)
https://ejournal.seaninstitute.or.id/index.php/Ekonomi
The influence of electronic customer relationship management on

customer loyalty with customer satisfaction and customer
experience as mediation
1 2 3
Muhammad Hasan Syaifullah, Wenny Pebrianti, Nur Afifah, 4Juniwati, 5Arman Jaya
1,2,3,4,5
Universitas Tanjungpura, Indonesia
Article Info ABSTRACT

Keywords: Gojek is an online transportation service application from Indonesia
Electronic Customer, that dominates the Indonesian market. In 2023, Gojek will experience a
Relationship Management, decline in market share. Several factors caused this decline. This
Customer Satisfiying, research aims to reveal and understand the role of E-CRM in the Gojek
Customer Experience, online transportation application customers use. The variables used in
Customer Loyalty this research include Customer Satisfaction, Loyalty, User experience,
and E-CRM. Data collection in this study used a questionnaire
distributed to respondents with several predetermined respondent
criteria. The population used is Gojek application users. The sample for
this research was 210 respondents, who were collected by distributing
research questionnaires. Research data was measured using the SEM
method assisted by the AMOS 26 statistical application. The results of
this research show that E-CRM has a positive effect on Customer
Loyalty, with Customer Satisfaction as a potent mediator. Other results
from this research show that Customer Experience does not mediate
the relationship between E-CRM and Customer Loyalty.
This is an open access article Corresponding Author:
under theCC BY-NClicense Muhammad Hasan Syaifullah
Universitas Tanjungpura, Indonesia
[email protected]
INTRODUCTION
Indonesia is a country with a vast and diverse geography; Indonesia is also the country with
the fourth largest population in the world. Population growth, rapid urbanization, and rapid
economic development create an urgent need for a variety of things, including efficient,
affordable, and reliable transportation systems. One type of vehicle that Indonesian people
popularly use is a motorbike. Data collected by the Pew Research Center states that as
many as 85% of the household population in Indonesia are motorbike users (Pew Research
Center, 2023). This data is reinforced by AISI findings, which reveal that the number of
motorbikes in Indonesia has reached 80 million units (AISI, 2023).
Seeing this trend, online transportation is here to answer future mobility needs that
make things easier for the community. The evolution of information and communication
technology has brought many changes to consumer behavior toward business strategies
[1]. Mobility and transportation systems are no exception. With the support of digital
technology, people can take advantage of online transportation services that simplify and
The influence of electronic customer relationship management on customer loyalty with

customer satisfaction and customer experience as mediation – Muhammad Hasan
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speed up various activities. Starting from ordering transportation services for people,
goods, and food to purchasing various health and household needs to be delivered to the
desired location. Telkomsel DigiAds stated that after conducting a survey of 29 thousand
respondents via the Roli application, it found that 41% of respondents had used the online
transportation application and 59% of them still needed to be users, but had the potential
to use it in the future. As many as 44% of users regularly use online transportation
applications to support their daily living needs. 46% of users chose the online
transportation feature as an alternative, and 20% of users chose the food delivery feature
as their favorite service (Telkomsel DigiAds, 2022).
In the context of online transportation, there are several platforms used by Indonesian
people; based on a survey conducted by the Institute for Development of Economics and
Finance (Indef) in 2022, Indef found that the super app most used by Indonesians for
transportation and logistics is Gojek.
Application developed by PT Gojek Tokopedia Tbk. (GOTO) is the brand with the
highest level of consumer satisfaction. Based on this survey, respondents rated Gojek as
providing the highest sense of security in transportation. Regarding ease of use of the
application, Gojek achieved a score of 3.39 or higher than the industry average of 3.30.
After Gojek, Grab followed with a score of 3.27. Meanwhile, for online merchant
respondents, the GoSend service by Gojek was considered the most efficient, safe, and easy
to use. The consensus of respondents gave the express delivery service a score of 3.17, or
higher than the industry average of 3.04. After GoSend, other express delivery services
scored 3.05 for Lalamove, 3.04 for Grab, and 3.03 for ShopeeXpress (Indef, 2022).
Databooks also state that the online transportation applications with the largest
market share in Indonesia are Gojek and Grab (Databoks.co.id, 2022). Go-Jek is the first
unicorn in Indonesia and has successfully transformed the market by significantly impacting
the Indonesian economy [2]. Several large companies like Astra, Allianz, Google, Tencent,
JD.com, and Mitsubishi, were also making invested in Go- JEK Indonesia. In 2020, the Gojek
company was valued at 12.5 billion dollars, and in 2019, it made 7.1 billion dollars in
economic contributions to Indonesia [3].
Gojek and Grab dominate Indonesia's online transportation industry and have intense
competition. Grab has a market share of 20%, while Gojek dominated a market share of
80% in Indonesia in 2019 [4]. Even though Gojek is the market leader, in 2022, Gojek's
market share will decrease drastically to 52%, followed by Grab, which has a market share
of 48% (Statista, 2023). This is of particular concern regarding the phenomenon of Gojek,
which is experiencing a decline in market share compared to its competitor, Grab.
Facing reality, Gojek needs to carry out various alternatives to maintain its influence in
Indonesia, starting by ensuring their customers' loyalty, satisfaction, and experience.
Retaining existing customers will be more profitable for the company [5]. One way that can
be used to maintain these three things for customers is to apply good E-CRM to their
services. E-CRM is a series of systems focusing on the Internet and online collaboration
between companies and customers. E-CRM is also known as the latest innovation

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companies use to further develop their promotional capabilities and customer capacity
(Chaffey, 2011).
The E-CRM and social media trends in question can also guide companies in
designing or redesigning their business models when they fall (Kemp, 2021). next65% of
salespeople are-utilize E-CRM to achieve their sales targets (MacDonald, 2021).CRM
Adoption in Asia Pacific also reached 75.9%, Europe 85.7%, and America 83.6%. (Kimble,
2021). Even 57% of advisory firms all over the world consider E-CRM as the most critical
program in 2021. (Bruckenstein & Veres, 2021)
Using E-CRM (Electronic-Customer Relationship Management) at Gojek can increase
customer satisfaction and understand how a company has a big impact in utilizing
technology to manage and strengthen relationships with millions of active customers.
The services offered by Gojek, including transportation, food delivery, goods delivery,
and even financial services, create a more complex ecosystem. E-CRM implementation in
this context is not just about managing customers within one service but also within an
ecosystem of interrelated services. This raises the question of how E-CRM can be used and
maximize its role to support customer satisfaction and customer experience to increase
customer loyalty to the company.
In the context of sustainability and business growth in Indonesia, this research aims to
investigate how implementing E-CRM can influence Customer Loyalty, with Customer
Experience and Customer Satisfaction as mediators in the environment represented by
Gojek. This research seeks to provide a comprehensive view and relevant data about the
importance of E-CRM in managing customer relationships amidst the development of Gojek
and the increasingly dynamic business landscape in Indonesia.
Literature Review
Electronic Customer Relationship Management
The principle of E-CRM is almost the same as traditional CRM, with the technology,
CRM activities are easier and faster to implement [6]. Effectiveness in the use of technology
in customer database management or content management on the web is commonly
applied to companies that are successful in implementing E-CRM[7]. According to Colgate
et al. (2005), Information technology is an efficient tool in maintaining relationships
because it can facilitate interaction and communication [8]. CRM is a strategy companies
use to build long-term relationships by focusing on consumers and providing the best
quality service to achieve sustainable business profits [9]. According to [6], a successful
CRM implementation is.
1. Making CRM aprocess that focuses on providing added value to customers and the
business.
2. It is allocating human resouces and financial, to customers who provide value to
the company or customers who have the potential to provide benefits in the future.
3. Have comprehensive knowledge of each company's customer.
4. Customize and offer products and services to customers when they need them or
before they need them.

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5. Personalize all communications to suit each customer.

According to Kotler and Armstrong (2004) CRM is the process of creating and
sustaining succesful customer relationships by providing customer satisfaction value[10].
According to Dowling (2002), CRM is based on the belief that building long-term
relationships with customers is the basis for achieving customer satisfaction and even
customer loyalty [11]. According to [12], E-CRM provides organization with web
technology that can manage customers holistically to create a positive customer experience
[13].
Customer Satisfaction
Customer Satisfaction is a summary of the affective response within a limited time
period and focuses on crucial elements in using a product [14]; Permana & Djatmiko, 2018).
Satisfaction is a feeling of pleasure or disappointment that is felt after comparing the
product used with expectations (Barkah et al., 2020). According to Tjiptono, F., 2000 there
are six indicators of Customer Satisfaction, namely: 1) Overall customer satisfaction, 2)
Dimensions of customer satisfaction, 3) Confirmation of expectations, 4) Intention to
repurchase, 5) Willingness to recommend, 6) Customer dissatisfaction.(Setyaleksana et al.,
2017).
According to (Ariff et al., 2013;Supriyanto et al., 2021), To get loyal customers, you
must ensure that they are satisfied with the service provided. The higher customer
satisfaction, the higher customer loyalty will be (Yoo et al., 2015;[17], [18]). Customer
Satisfaction plays a vital role in Customer Loyalty (Cheng et al., 2011);(Alkhurshan & Rjoub,
2020).
Customer Experience
Customer Experience is the customer's feelings when experiencing various points of
interaction the company provides. This refers to the subjective perspective or experience
provided by the company when customers interact with various aspects of the company,
such as services, products, communications, and so on.[20]; Meyer & Schwager, 2007).
Positive customer experiences can provide a sense of satisfaction and increase customer
satisfaction (Kamath et al., 2019);[21]. Brakus et al., 2009 stated that there are 4 customer
experience indicators, namely: 1). Sensory, 2) Affective, 3) Intellectual, and 4) Behavioral
[22]
According to Pine & Gilmore (1998), positive and memorable experiences obtained by
customers from transactions carried out with service providers make customers loyal.
According toMulyono et al. (2018), A memorable experience will increase customer loyalty
so that they will buy again and recommend the product/service to friends or relatives[13].
According to (Krishnan and Thorbjornsen et al., 1999), combining a CRM system by utilizing
the Internet can help organizations increase customer satisfaction [23].
Customer Loyalty
According to Ant Ozok, Oldenburger, Salvendy (2007), a company can build customer
loyalty by establishing good communication between sellers and buyers through direct

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interaction.[24].Indicators of "customer loyalty" are taken from Jones and Taylor (2007)
with coverage of 1) Behavioral Loyalty, 2) Attitude Loyalty, and 3) Cognitive Loyalty [13].
Conceptual framework
Based on the description above, it can be built research framework as follows:
Customer
Satisfaction
E - CRM Customer Loyalty
Customer
Experience
Figure 1. Full Model Testing
Research Hypothesis
Based on the problem formulation and research conceptual framework above, the
research hypothesis proposed by the researcher is as follows:
1. E-CRM affects Customer Satisfaction.
2. E-CRM affects Customer Experience.
3. E-CRM affects Customer Loyalty.
4. Customer Satisfaction affects Customer Loyalty.
5. Customer Experience influences Customer Satisfaction.
6. Customer Experience influences Customer Loyalty.
7. E-CRM influences Customer Loyalty through Customer Satisfaction as mediation.
8. E-CRM influences Customer Loyalty through Customer Experience as mediation.
METHOD
This research is causal research with a purposive sampling method using a questionnaire
distributed to respondents who must meet all the predetermined criteria. This
questionnaire uses a Likert scale with numbers 1 to 5 with categories: Strongly Disagree
(1), Disagree (2), Neutral (3), Agree (4), and Strongly Agree (5). The population in this study
are users or customers of online transportation applications, especially the Gojek
application in Indonesia. The sample in this study amounted to 210 respondents collected
using purposive sampling with the following criteria: 1) Respondents are Indonesian
citizens, 2) Respondents are at least 17 years old, and 3) Respondents have previously used
or made transactions using the Gojek application. The data measurement method used in
this research uses Structural Equation Modeling (SEM), which is assisted by using the
AMOS 26 Statistics application. Based on research concepts built from theoretical studies
presented, this research refers to previous research [13]and research by [21].

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RESULT AND DISCUSSION

Respondent Characteristics
Analysis of respondent profiles can be seen from the following demographic data:
Table 1. Characteristics of Respondents
Categories Items f %
Gender Man 75 35.7
Woman 135 64.3
Total 210 100
17-25 Years 184 87.6
Age 26-39 Years 19 9
40-50 Years 6 2.9
>50 Years 1 0.5
Total 210 100
SMA/SMK 149 70.9
Diploma 6 2.8
Education Bachelor 51 24.3
Magister 3 1.5
Doctor 1 0.5
Total 210 100
Work Student 173 82.5
Civil Servants (PNS) 13 6.2
Employee 16 7.7
Entrepreneur 6 2.8
Not yet working 1 0.4
Housewife 1 0.4
Total 210 100
Domicile Kalimantan 168 80
Java 24 11.4
Sumatra 7 3.3
Sulawesi 6 2.9
Papua 3 1.4
Bali and Nusa Tenggara 2 1
Total 210 100
Monthly Income <Rp 999,999 121 57.6
IDR 1,000.00-IDR 2,999,999 57 27.1
IDR 3,000,000-IDR 4,999,999 14 6,7
> IDR 5,000,000 18 8.6
Total 210 100

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Measurement Model
The results of suitability, validity and reliability testing can be seen in the following
table:
Tabel 2. Value of Standardized Loading Factor, Construct Reliability (CR), and Average
Variance Extracted (AVE) in Overall Model Fit
Items SLF CR AVE
E-CRM Gojek Allows me to choose services according 0.831 0,821 0,601
to my needs.
I am sure that Gojek will not misuse my 0.782
personal information
Various payment methods to choose from are 0.814
available in the Gojek application
The Gojek application gives me the right
information when problems occur (such as 0.832
network problems, not finding a driver nearby,
and so on)
The online feedback or satisfaction rating feature 0.829
is available on the Gojek Application
I found this FAQ (Frequently Asked Questions) 0.512
useful for me
Customer I feel happy when using the Gojek application. 0.778 0,818 0,562
Experience I think the Gojek application has met my 0.74
expectations.
I feel helped by the Gojek application. 0.762
The visuals displayed on the Gojek application 0.738
are comfortable for me to see.
Customer I feel satisfied after using Gojek's services. 0.774 0,912 0,595
Satisfaction I am satisfied with the response, prices, 0.704
promos, and timeliness provided by Gojek.
After using Gojek, I feel I got what I wanted. 0.788
If I need online transportation services, I will use 0.768
Gojek.
I am willing to recommend Gojek to my 0.758

friends/relatives.
I have never felt disappointed or dissatisfied 0.802
with the service Gojek provides
Customer I always use Gojek when I need 0.79 0,758 0,617
Loyalty transportation services

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I share positive experiences about Gojek 0.772

with others.
Price is not the main factor for me in 0.778
choosing Gojek products.
The table above is the result of testing the validity and reliability of the model as a
whole. The Standardized Loading Factor (SLF) value for all variables is greater than 0.50,
which means that all indicators are valid and able to measure the construction of the entire
research model. The Construct Reliability (CR) test results obtained a score of more than
0.70, which means that all instruments are reliable and consistent in measuring the
structure of the model created.
Tabel 3. Goodness of Fit Index

Goodness of Fit Index Cut off Value Results
CMIN/DF ≤ 3.00 1,554 Good fit
RMSEA ≤ 0.08 0.052 Good fit
RMR ≤ 0,05 0.015 Good fit
TLI ≥ 0.90 0.960 Good fit
IFI ≥0.90 0.960 Good fit
CFI ≥0.90 0.960 Good fit
NFI ≥0.90 0.896 Bad fit
Table 3 is a table of model suitability test results. The results obtained state that the
model suitability requirements are acceptable. All measurements have shown the level of
suitability and obtained a good fit.

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Hypothesis Testing
The results of testing the relationship between variables in the model built in this
research can be seen in the following table.
Tabel 4 Hypothesis testing

Path Estimate S.E CR P Conclusion
H1 E-CRM ---> Customer Satisfaction. 0.398 0.093 4,133 *** Significant
Positive
H2 E-CRM ---> Customer Experience. 0.383 0.206 3,771 *** Significant
Positive
H3 E-CRM ---> Customer Loyalty. 0.040 0.120 0.336 *** Significant
Negative
H4 Customer Satisfaction ---> 0.226 0.102 2,205 0.737 Positive
Customer Loyalty. Insignificant
H5 Customer Experience ---> 0.256 0.070 3,677 0.027 Significant
Customer Satisfaction. Positive
H6 Customer Experience ---> 0.084 0.090 0.929 0.353 Insignificant
Customer Loyalty. Negative
From the results of the relationship test between variables in Table 4.4, the calculated
t value for the E-CRM variable that influences Customer Experience is 4.133, which is a
value greater than the t table, namely 1.96. The results also show that several variables,
such as E-CRM, which influence Customer Loyalty, have values below the t table, which
means the hypothesis cannot be accepted. Likewise, p values showing numbers below 0.05
are declared valid and significantly positive. A hypothesis with a p-value greater than 0.05
is declared Positively Insignificant. The results of the Sobel test are attached in the
following table to confirm the indirect influence of the relationship between mediating
variables.
Tabel 5. Sobel Test - Significance of Mediation
Sobel test Two-tailed Conclusion
statistics probability
H7 E-CRM -> Customer Satisfaction -> 1,967 0.049 Significant
Customer Loyalty
H8 E-CRM -> Customer Experience -> 0.834 0.404 Insignificant
Customer Loyalty
Based on the Sobel test results in the table above, the Sobel test statistic in H7 is
1.967, which is greater than the t table of 1.96, and the p-value is 0.049, which is smaller
than 0.05, so H7 shows that there is an indirect influence from Customer Satisfied as a
mediator between the variables. E-CRM on Customer Loyalty. The results also show H8.
Getting a value of 0.834 is below the t table value of 1.96 so it can be concluded that the

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Customer Experience variable does not mediate between E-CRM and Customer Loyalty.
Discussion
The results of the hypothesis test it state that E-CRM has a significant effect on
Customer Satisfaction, this support previous research conducted by [13]. This hypothesis
also shows Gojek's success in building customer relationships to provide customer
satisfaction value [10]. E-CRM has a significant effect on Customer Experience this support
the research conducted by [21] which states that E-CRM helps companies or organizations
to provide good, memorable experiences to customers. E-CRM negatively influences
customer loyalty, which means that the smaller the E-CRM, the more loyal customers will
be (H3). Customer Satisfaction affects Customer Loyalty but is not significant. The higher
the customer satisfaction with a product or service, the higher the customer loyalty (Yoo et
al., 2015); [17]. Customer Experience has a significant influence on Customer Satisfaction.
Customer Experience does not affect Customer Loyalty and is not significant. E-CRM is
proven to influence Customer Loyalty by using Customer Satisfaction as mediation.
According to Dowling (2002), CRM is based on the belief that building long-term
relationships with customers is the basis for achieving customer satisfaction and loyalty
[11]. E-CRM is insignificant in influencing Customer Loyalty by using Customer Experience
as mediation.
CONCLUSION
The results of this research differ from previous research conducted by (Mokha, Anupreet
K., 2020), with the research object being banking applications. The absence of a significant
relationship between the Customer Experience variable and Customer Loyalty is because
there are other external factors that could occur to customers when getting an experience.
For example, the customer experience that is obtained is already good; customer loyalty
has also increased. However, customers also get a better experience than other online
transportation applications, this will undoubtedly affect customer loyalty to Gojek services.
Another factor is the different times of use of Gojek. Gojek users in 2023 and Gojek users in
2018 are different and affect customer loyalty. Research on E-CRM has no influence on
customer loyalty and may produce different results than other studies, which show a more
significant influence. These factors occur partly because consumer preferences and
behavior can change over time. Therefore, research conducted at different time periods may
yield different results because consumers respond differently to E-CRM efforts. This
negative relationship can indicate that Gojek needs to re-examine their E-CRM service at
the post-transaction stage because this negative relationship could mean customers are
not satisfied with their E-CRM service thereby impacting on their loyalty to the services
provided by Gojek (Oumar et al., 2017). This is in line with research conducted by [3] which
states that E-CRM does not have a direct effect on customer loyalty but has a positive
impact on customer satisfaction, and customer satisfaction mediates the relationship
between E-CRM and customer loyalty [26]. Viewed from the E-CRM side, which influences
customer loyalty through customer satisfaction as mediation, this has its views, especially

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from existing competitors. The most prominent thing about gojek's E-CRM, which makes
customers more loyal, is the features embedded in the Gojek application.
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The Influence of Electronic Customer Relationship Management On Customer Loyalty With Customer Satisfaction and Customer Experience As Mediation

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Jurnal Ekonomi

Volume 13 , Number 01, 2024, DOI 10.54209/ekonomi.v13i01

The influence of electronic customer relationship management on

Article Info ABSTRACT

The influence of electronic customer relationship management on customer loyalty with

The influence of electronic customer relationship management on customer loyalty with

The influence of electronic customer relationship management on customer loyalty with

5. Personalize all communications to suit each customer.

The influence of electronic customer relationship management on customer loyalty with

E - CRM Customer Loyalty

Figure 1. Full Model Testing

The influence of electronic customer relationship management on customer loyalty with

RESULT AND DISCUSSION

The influence of electronic customer relationship management on customer loyalty with

I am willing to recommend Gojek to my 0.758

The influence of electronic customer relationship management on customer loyalty with

I share positive experiences about Gojek 0.772

Tabel 3. Goodness of Fit Index

The influence of electronic customer relationship management on customer loyalty with

Tabel 4 Hypothesis testing

The influence of electronic customer relationship management on customer loyalty with

The influence of electronic customer relationship management on customer loyalty with

The influence of electronic customer relationship management on customer loyalty with

[13] A. K. Mokha and P. Kumar, “Examining the Interconnections Between E-CRM,

The influence of electronic customer relationship management on customer loyalty with

Technology, Market, and Complexity, vol. 7, no. 2, Jun. 2021, doi:

The influence of electronic customer relationship management on customer loyalty with

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