CUSTOMER RELATIONSHIP MANAGEMENT SUCCESS FACTORS FOR A DIGITAL COMMERCE COMPANY DURING THE COVID-19 PANDEMIC

Abstract

The present businesses are faced with challenges. It is imperative for businesses to consider the right strategies and select the appropriate marketing tactic to sustain the business during this time. The key objective of this research is to identify the customer relationship management (CRM) that is employed by the company and to explore the strategy and marketing tactic that is adopted to sustain In this research is focused on a qualitative approach. A total of 2 interviews have been collected, that includes the marketing employee and business development employee. Content analysis has been employed to analyze the interview response. The findings indicated that the customer loyalty and customer satisfaction has been developed in the firm by utilizing customer loyalty programs. The respondents indicated that the loyalty point program has been a significant rise in customer satisfaction. Similarly, the service and system quality has significantly contributed to the enhanced CRM and promoted customer satisfaction and loyalty. Considering the current attributes of innovation capability, this study found that it is important to constantly invest in the field of CRM technology to increase customer satisfaction and loyalty, and long-term positive performance of the firm.