Usability and Customer Experience Driving E-CRM Success for Digital Platforms

This study analyzes the critical roles of usability and customer experience in driving the successful implementation of Electronic Customer Relationship Management (E-CRM) systems, addressing the increasing need for effective customer engagement in the rapidly evolving digital landscape. The primary purpose is to investigate how these factors influence customer satisfaction and ultimately contribute to E-CRM success, with Spotify serving as a pivotal case study for its robust digital ecosystem. A quantitative research methodology was employed, gathering data from 219 Spotify users in Indonesia through surveys utilizing a Likert scale. Multiple regression analysis was then applied to evaluate the relationships between usability, customer experience, satisfaction, and E-CRM success. The key findings indicate that both usability and customer experience significantly enhance customer satisfaction. Furthermore, customer satisfaction is identified as a crucial mediator for E-CRM success, highlighting that intuitive User Interface (UI) design and positive customer interactions are paramount. The study concludes by emphasizing that optimizing usability and customer experience is essential for effective E-CRM implementation, fostering long-term customer relationships, and ensuring the continued success of digital platforms.