Can Social Customer Relationship Management Activities Evoke Customer Loyalty? (Study of Followers on the Twitter Account @gojekindonesia)
Article Sidebar
Read Counter : 1300
Download : 924
Main Article Content
Abstract
Gojek is Indonesia's most significant creative economy industry that implements a Social Customer Relationship Management (CRM) strategy by utilizing Twitter to build interaction and engagement with its customers for long-term goals. This study aims to determine the influence of Social CRM activities undertaken by the @gojekindonesia Twitter account on customer loyalty. Therefore, this research surveyed 281 followers of the @gojekindonesia account, selected using a systematic random sampling technique. Statistical analysis of the collected data discovered some interesting findings. First, most of the followers are individual customers –only a few are drivers and merchants– who also use other similar competitor applications. Nonetheless, secondly, the regression analysis found a powerful influence on Gojek's SCRM activities in inducing their loyalty (83,5%), especially on @gojekindonesia's ability to identify context and sentiment in their content creation (analytic dimensions) which encourage active engagement of customers in using various services in Gojek application (customer value dimension).
Keywords: customer loyalty; Gojek Indonesia; social customer relationship management; Twitter
Article Details
Authors who publish with this journal agree to the following terms:
- Copyright on any article is retained by the author(s).
- Author grant the journal, right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work’s authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
- The article and any associated published material is distributed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License