The Effect of E-CRM towards Brand Loyalty in Fixed Broadband Services with the Mediation of E-Service Quality and Brand Trust
1Benson Marnata Situmorang, 2Kurniawati
1,2Trisakti University, Faculty of Economics, Management and Business Department. Indonesia
https://doi.org/10.47191/jefms/v7-i2-08ABSTRACT:
This research purposes to test and analyze the influence of E-CRM, E-Service Quality, Brand Trust, Customer Satisfaction and analyze the role of E-Service Quality and Brand Trust in mediating the influence of E-CRM on brand loyalty in home fixed broadband services. The sampling design used in this research was non-probability sampling with purposive sampling technique. The data processed came from 261 respondents, then the data was analyzed using the Structural Equation Modeling (SEM) method using SMART-PLS 3.0. The results of this research show that there is a positive influence of E-CRM, E-Service Quality, Brand Trust, Customer Satisfaction on Brand Loyalty .and the positive influence of E-Service Quality and Brand Trust in mediating E-CRM on Brand loyalty. To improve E-CRM, managers can optimize E-CRM on applications and websites through improvements personalization by increasing account activation to prevent unknown people from entering and taking all information by using social media with features that are easy to understand. Apart from that, managers can also optimize E-Service Quality by socializing the use of websites or applications and explaining interesting features about its advantages through media content, to increase brand trust managers need to build a robust system on the web and fixed broadband applications, create a culture of reliability, have metrics that focus on users, while to increase brand loyalty managers need to provide loyalty points or rewards to customers in features -features on the application and website, apart from providing a subscription deposit at the start of a new installation as a customer on fixed broadband services.
KEYWORDS:
E-CRM, E-Service Quality, Brand Trust, Customer Satisfaction, Brand Loyalty
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