Manajemen Hubungan Pelanggan Elektronik: Faktor-Faktor Pendukung Penerimaan Teknologi dan Kepuasan Pelanggan di Platform E-Commerce
DOI:
https://doi.org/10.59000/jm.v3i1.226Kata Kunci:
Manajemen, Hubungan, E-CRMAbstrak
Artikel ini melakukan analisis menyeluruh terhadap strategi terbaru dalam penerapan Manajemen Hubungan Pelanggan Elektronik (e-CRM) di lingkungan e-commerce. Analisis meliputi empat aspek penting, yaitu e-CRM, biaya, penerimaan teknologi, dan kepuasan pelanggan. Selain itu, artikel ini juga mengkaji perkembangan konsep dalam keempat kategori tersebut. Metode Structural Equation Modeling digunakan untuk mengevaluasi efektivitas dan keakuratan model pengukuran yang digunakan. Hasil pengumpulan data dari 200 penjual e-commerce di Lombok NTB menunjukkan bahwa kinerja e-CRM sangat dipengaruhi oleh infrastruktur yang tersedia, kemudahan penggunaan, dan sistem e-learning. Integrasi dan pengembangan faktor-faktor ini berdampak positif terhadap efektivitas e-CRM secara keseluruhan. Selain itu, penelitian ini menyoroti bahwa pengeluaran yang dilakukan oleh pelanggan memiliki pengaruh yang positif terhadap kinerja hubungan pelanggan. Hal ini berkontribusi pada peningkatan efektivitas e-CRM dalam konteks e-commerce secara keseluruhan. Selain itu, artikel ini juga memberikan implikasi manajerial untuk setiap kategori yang dikaji serta menyajikan saran untuk penelitian dan arah masa depan.
Unduhan
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