Digitalizing Customer Relationships: The Role of E-CRM in Enhancing Customer Satisfaction at Microfinance Institution (Badan Kredit Desa Sembada)
DOI:
https://doi.org/10.29407/18146r76Keywords:
Electronic Customer Relationship Management, Customer Satisfaction, Microfinance Institutions, Technology InfrastructureAbstract
The declining number of customers at Badan Kredit Desa (BKD) Sembada Sleman, a microfinance institution, and inconsistent findings from previous studies regarding the effectiveness of Electronic Customer Relationship Management (E-CRM) highlight the need for a multidimensional examination within the microfinance context. This study examines the effects of customer data management, customer engagement, personalization, service quality, technology infrastructure, and trust and security on customer satisfaction. An explanatory quantitative design was employed involving 239 active customers selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using Structural Equation Modeling (SEM). The results show that customer data management (p = 0.006), customer engagement (p = 0.001), personalization (p = 0.001), and technology infrastructure (p = 0.001) have positive and significant effects on customer satisfaction. Conversely, service quality (p = 0.7989) and trust and security (p = 0.0733) have no significant effects. The model explains 75.7% of the variance in customer satisfaction (R² = 0.757), with technology infrastructure emerging as the strongest predictor. These findings indicate that service quality and security tend to be perceived as baseline requirements, whereas technological readiness is the primary differentiator of the customer experience. Therefore, microfinance institutions should prioritize reliable, user-friendly technology integration that supports personalization and customer interaction.
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