Customer Relationship Management (CRM) analysis in enhancing customer loyalty in the digital age

This study aims to analyse the role of Customer Relationship Management (CRM) in improving customer loyalty in the digital era. This literature review uses a qualitative descriptive method by collecting and analysing various relevant literature, scientific journals, and previous research results. The findings reveal that the effective implementation of CRM, through strategies such as personalised service, integrated communication, and the utilisation of digital technologies like artificial intelligence and big data analytics, can enhance customer satisfaction and loyalty. CRM not only makes it easier for companies to understand customer needs but also strengthens long-term relationships and creates a competitive advantage amid increasingly fierce digital business competition. Thus, CRM has become one of the key strategies in maintaining and increasing customer loyalty in the digital era.