The influence of e-CRM, e-WOM, and e-service quality on the e-loyalty of online consumers

The purpose of this study is to analyze the relationship between e-CRM (Electronic Customer Relationship Management) variables on e-Loyalty of online shop customers, e-WOM (electronic word-of-mouth) on e-Loyalty of online shop customers, and e-service quality on e-Loyalty of online shop customers. This study uses a quantitative approach. The population consists of all online shop consumers, and the sample of this study is 765 online shop consumers. The sampling technique used is simple random sampling. The research instrument is a questionnaire with a 7-point Likert scale. The research variables include e-CRM (Electronic Customer Relationship Management), e-WOM (electronic word-of-mouth), e-service quality, and e-Loyalty. Data were analyzed using Partial Least Square – Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The analysis consists of two stages: Outer Model (Measurement Model): Testing convergent validity, discriminant validity, and reliability. Inner Model (Structural Model): Testing path coefficients, R² values, and direct effects or hypothesis testing. The results of this study are E-CRM (Electronic Customer Relationship Management) has a positive relationship on e-Loyalty of online shop Customers, e-WOM (electronic word-of-mouth) has a positive relationship on e-Loyalty of online shop Customers, E-service quality has a positive relationship on e-Loyalty of online shop Customers. Optimal implementation of E-CRM, e-WOM and E-service quality through applications or websites can improve the overall user experience, which will ultimately encourage e-loyalty.