DATA ANALYTICS OF E-CRM TECHNOLOGY: ITS IMPACT ON CUSTOMER EXPERIENCE, SATISFACTION, TRUST, AND LOYALTY IN E-COMMERCE

This study investigates the role of Electronic Customer Relationship Management (E-CRM) technology in shaping customer loyalty within the Indonesian e-commerce context by examining customer experience, satisfaction, and trust as critical mediators, and exploring customer anxiety as a moderating psychological factor. Utilizing a quantitative approach, data were collected from 500 customers engaged with major Indonesian e-commerce platforms and analyzed via Partial Least Squares Structural Equation Modeling (PLS-SEM). The empirical findings indicate that E-CRM significantly enhances customer experience, satisfaction, trust, and loyalty. Importantly, customer experience, satisfaction, and trust effectively mediated the relationship between E-CRM and customer loyalty, with customer experience additionally mediating the E-CRM–satisfaction link. Furthermore, anxiety notably moderated the relationship between E-CRM and both customer experience and trust, highlighting anxiety's role in diminishing digital relationship management effectiveness; however, anxiety did not significantly moderate the relationship between E-CRM and customer satisfaction. The study substantially extends the Stimulus-Organism-Response (SOR) theoretical framework by integrating anxiety explicitly as a moderating factor. Practically, this research provides strategic insights for e-commerce practitioners, emphasizing the necessity of managing consumer anxiety to optimize E-CRM outcomes, enhance customer relationships, and foster sustainable customer loyalty.