STRATEGI CUSTOMER RELATIONSHIP MANAGEMENT DALAM MENINGKATKAN LOYALITAS PELANGGAN DI ERA DIGITAL: SEBUAH KAJIAN PUSTAKA
DOI:
10.54443/sibatik.v5i2.4418Published:
2026-01-31Downloads
Abstract
The study employs systematic literature review methodology combined with bibliometric analysis, examining peer-reviewed publications from Scopus and Web of Science databases published between January 2021 and January 2026, following PRISMA 2020 guidelines. Data extraction utilized structured forms capturing study characteristics, research methodology, substantive focus, and key findings, while quality appraisal employed JBI Critical Appraisal Checklist and CASP Checklists. Thematic synthesis using Braun and Clarke's six-step framework combined with bibliometric analysis using CiteSpace and VOSviewer software identified major themes and research trends. Results reveal that trust emerges as the dominant mediation mechanism with indirect effect coefficient of 0.34 compared to satisfaction at 0.14, indicating that building trust-based relationships is strategically more important than short-term satisfaction optimization. AI-driven personalization demonstrates 25 percent customer retention improvement, while effective omnichannel integration significantly enhances loyalty through dual mediation pathways. Findings highlight that successful CRM implementation in emerging markets requires mobile-first, cloud-based solutions with simultaneous emphasis on trust-building through data transparency. Future research should explore how cultural preferences and demographic characteristics in emerging markets interact with CRM strategies to generate heterogeneous loyalty outcomes and investigate long-term sustainability of AI-driven personalization relative to ethical concerns and privacy protection.
Keywords:
Artificial Intelligence Customer Loyalty Customer Relationship Management Digital Transformation Omnichannel StrategyReferences
Braun, V., & Clarke, V. (2019). Reflecting on reflexive thematic analysis. Qualitative Research in Sport, Exercise and Health, 11(4), 589-597. https://doi.org/10.1080/2159676X.2019.1628806
CASP. (2020). Critical Appraisal Skills Programme checklists. Available at: https://casp-uk.net/
Chen, X., Li, Y., & Wang, Z. (2023). Artificial intelligence-driven personalization and customer loyalty in e-commerce contexts: A meta-analysis. Journal of Business Research, 156, 113513.
CiteSpace. (2023). Version 6.2.3 [Computer software]. Drexel University.
Cohen, J. (1960). A coefficient of agreement for nominal scales. Educational and Psychological Measurement, 20(1), 37-46. https://doi.org/10.1177/001316446002000104
Deloitte. (2024). Global mobile consumer trends 2024. Deloitte Global.
Gartner. (2025). CRM software market analysis 2025: Market trends and forecasts. Gartner Inc.
Hunt, S. D., & Morgan, R. M. (1994). Relationship marketing in the era of network competition. Marketing Management, 3(1), 18-28.
JBI. (2021). Critical Appraisal Checklist for Systematic Reviews and Research Syntheses (Version 2.0). Joanna Briggs Institute.
Kaggle. (2024). E-commerce customer behavior and RFM segmentation dataset. https://www.kaggle.com/
Mendeley. (2023). Version 2.0 [Reference management software]. Elsevier.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. https://doi.org/10.1177/002224299405800302
NVivo. (2023). Version 14 [Qualitative data analysis software]. QSR International.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4), 33-44. https://doi.org/10.1177/00222429990634s105
Mohan, R., & Sharma, S. (2024). Omnichannel retail strategy and customer experience: Empirical evidence from fashion e-commerce. International Journal of Retail & Distribution Management, 52(3), 284-305.
Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., ... & Moher, D. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. BMJ, 372, n71. https://doi.org/10.1136/bmj.n71
Rigby, D. K., Sutherland, D. J., & Takeuchi, H. (2024). The evolving role of CRM technology in customer retention. Harvard Business Review, 102(2), 94-101.
Roshaw, E., & Larson, B. (2023). Digital wallet adoption and e-commerce payment preferences in Southeast Asia. Journal of E-Commerce Research, 25(1), 112-139.
Statista. (2024). Asia-Pacific customer loyalty programs market size 2024-2030. Statista Inc.
Statista. (2024). Indonesia e-commerce market size 2024-2026. Statista Inc.
Tableau. (2024). Version 2024.1 [Data visualization software]. Salesforce.
Tan, K., & Ahmad, I. (2023). Structural equation modeling of omnichannel customer experience and loyalty: A Malaysian case study. Asia Pacific Journal of Marketing and Logistics, 35(4), 821-845.
Teknologi Informasi Komunikasi Indonesia. (2024). Mobile penetration and digital infrastructure report 2024. Ministry of Communication and Information Technology, Indonesia.
VOSviewer. (2023). Version 1.6.17 [Bibliometric analysis software]. University of Leiden.
Wang, H., Zhou, P., & Liu, M. (2023). The mediating role of trust in relationship marketing and customer retention: Evidence from banking in emerging markets. Journal of Service Research, 26(1), 78-96.
Zamani-Miandashti, N., & Demoulin, N. (2024). AI-powered recommendation systems and customer satisfaction in retail: A systematic analysis. Computers in Human Behavior, 148, 107923.
Zed, A. (2024). Impact of AI-driven personalization on e-commerce customer loyalty: A comprehensive structural analysis. Unpublished doctoral dissertation.
License
Copyright (c) 2026 Vincent Alexander Langgeng, Alexander Setiawan
This work is licensed under a Creative Commons Attribution 4.0 International License.
Downloads
How to Cite
