The Influence of Social and Psychological Factors in the Success of Customer Relationship Management Strategies


  • Prety Diawati Universitas Logistik dan Bisnis Internasional



CRM Strategies, Customer Relationship Managemen, Psychological Factors, Social


Customer Relationship Management (CRM) is an important business approach in maintaining a strong relationship between a company and its customers. CRM strategies aim to increase customer satisfaction, build loyalty, and maximise customer value. This study aims to analyse the influence of social and psychological factors in the success of CRM strategies. This research is a literature review that adopts a qualitative method approach, which means that this research will analyse and interpret data by relying on information and text from various sources. The study results show that in a competitive business world, CRM plays an important role in building strong relationships with customers. Social and psychological factors have a crucial influence on the success of CRM strategies. Strong interpersonal relationships with customers are key, and companies should pay special attention to training employees to interact well and empathetically.


B. Hardjono and L. P. San, “Customer Relationship Management Implementation and its Implication to Customer Loyalty in Hospitality Industry ,” Jurnal Dinamika Manajemen, vol. 8, no. 1, pp. 92–107, 2017.

N. Rane, A. Achari, and S. P. Choudhary, “Enhancing customer loyalty through quality of service: Effective strategies to improve customer satisfaction, experience, relationship, and engagement,” International Research Journal of Modernization in Engineering Technology and Science, vol. 5, no. 5, pp. 427–452, May 2023, doi: 10.56726/IRJMETS38104.

M. Sigala, “Culture: The Software of e?Customer Relationship Management,” Journal of Marketing Communications, vol. 12, no. 3, pp. 203–223, Sep. 2006, doi: 10.1080/13527260600811787.

K. N. Lemon and P. C. Verhoef, “Understanding Customer Experience Throughout the Customer Journey,” J Mark, vol. 80, no. 6, pp. 69–96, Nov. 2016, doi: 10.1509/jm.15.0420.

M. N. D. Almarshad, S. S. Al-Nawafah, and M. H. A. Al Tahrawi, “The role of customer relationship management success factors on enhancing the mental image of telecommunications companies in Jordan,” Management Science Letters, vol. 10, pp. 3515–3526, 2020, doi: 10.5267/j.msl.2020.6.043.

B. Libai et al., “Brave New World? On AI and the Management of Customer Relationships,” Journal of Interactive Marketing, vol. 51, pp. 44–56, Aug. 2020, doi: 10.1016/j.intmar.2020.04.002.

W. G. Mangold and D. J. Faulds, “Social media: The new hybrid element of the promotion mix,” Bus Horiz, vol. 52, no. 4, pp. 357–365, Jul. 2009, doi: 10.1016/j.bushor.2009.03.002.

Z. A. Setiawan and Mahfudz, “Pengaruh Customer Relationship Management (CRM), Inovasi dan Penggunaan Teknologi sebagai Strategi Keunggulan Bersaing untuk Meningkatkan Kinerja Bisnis (Studi pada Toko Grosir Makanan dan Minuman di Provinsi Jawa Tengah dan DI Yogyakarta),” JURNAL SAINS PEMASARAN INDONESIA, vol. XVIII, no. 2, pp. 184–201, 2019.

N. U. Zahro and B. Prabawani, “Pengaruh Customer Relationship Management Terhadap Loyalitas Pelanggan TV Kabel di Kecamatan Tembalang Melalui Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Pada PT. MNC Sky Vision-Indovision Semarang),” Jurnal Administrasi Bisnis, vol. 7, no. 1, pp. 10–18, 2018.

S. Elo, M. Kääriäinen, O. Kanste, T. Pölkki, K. Utriainen, and H. Kyngäs, “Qualitative Content Analysis,” Sage Open, vol. 4, no. 1, pp. 1–10, Jan. 2014, doi: 10.1177/2158244014522633.

M. S. Rahman, “The Advantages and Disadvantages of Using Qualitative and Quantitative Approaches and Methods in Language ‘Testing and Assessment’ Research: A Literature Review,” Journal of Education and Learning, vol. 6, no. 1, pp. 102–112, Nov. 2016, doi: 10.5539/jel.v6n1p102.

C. Bradshaw, S. Atkinson, and O. Doody, “Employing a Qualitative Description Approach in Health Care Research,” Glob Qual Nurs Res, vol. 4, pp. 1–8, Jan. 2017, doi: 10.1177/2333393617742282.

S. Nas?r, “Customer Retention Strategies and Customer Loyalty,” in Advertising and Branding, IGI Global, 2017, pp. 1178–1201. doi: 10.4018/978-1-5225-1793-1.ch054.

P. Guenzi and O. Pelloni, “The impact of interpersonal relationships on customer satisfaction and loyalty to the service provider,” International Journal of Service Industry Management, vol. 15, no. 4, pp. 365–384, Sep. 2004, doi: 10.1108/09564230410552059.

M. Šostar and V. Ristanovi?, “Assessment of Influencing Factors on Consumer Behavior Using the AHP Model,” Sustainability, vol. 15, no. 13, p. 10341, Jun. 2023, doi: 10.3390/su151310341.

W. Bahadur, S. Aziz, and S. Zulfiqar, “Effect of employee empathy on customer satisfaction and loyalty during employee–customer interactions: The mediating role of customer affective commitment and perceived service quality,” Cogent Business & Management, vol. 5, no. 1, pp. 1–22, Jan. 2018, doi: 10.1080/23311975.2018.1491780.

P. Rita, T. Oliveira, and A. Farisa, “The impact of e-service quality and customer satisfaction on customer behavior in online shopping,” Heliyon, vol. 5, no. 10, p. e02690, Oct. 2019, doi: 10.1016/j.heliyon.2019.e02690.

R. Hamilton, R. Ferraro, K. L. Haws, and A. Mukhopadhyay, “Traveling with Companions: The Social Customer Journey,” J Mark, vol. 85, no. 1, pp. 68–92, Jan. 2021, doi: 10.1177/0022242920908227.

S. Nurfadila, “Impact of Influencers in Consumer Decision Process: The Fashion Industry,” Interdisciplinary Journal on Law, Social Science and Humanities, vol. 1, no. 2, p. 1, Dec. 2020, doi: 10.19184/ijl.v1i1.19146.

V. Fitrayanti and Purwanto, “The Influence of Personal and Psychological Factors toward Consumer Purchase Decision (Case Study: PETERSAYSDENIM, Bandung),” Journal of Management and Leadership, vol. 3, no. 2, pp. 26–38, 2020.

S. Lee, L. B. Comer, and A. J. D. and K. Schafer, “The Role of Emotion in the Relationship Between Customers and Automobile Salespeople,” Journal of Managerial Issues, vol. 23, no. 2, pp. 206–226, 2011.

D. Aulia and V. Briliana, “Brand Equity Dimension and Consumer Behavior in Social Media,” South East Asia Journal of Contemporary Business, Economics and Law, vol. 13, no. 2, pp. 15–24, 2017.

J. Agyei, S. Sun, E. Abrokwah, E. K. Penney, and R. Ofori-Boafo, “Influence of Trust on Customer Engagement: Empirical Evidence From the Insurance Industry in Ghana,” Sage Open, vol. 10, no. 1, pp. 1–18, Jan. 2020, doi: 10.1177/2158244019899104.

L. Nasr, J. Burton, T. Gruber, and J. Kitshoff, “Exploring the impact of customer feedback on the well-being of service entities,” Journal of Service Management, vol. 25, no. 4, pp. 531–555, Aug. 2014, doi: 10.1108/JOSM-01-2014-0022.

W. M. Lim and T. Rasul, “Customer engagement and social media: Revisiting the past to inform the future,” J Bus Res, vol. 148, pp. 325–342, Sep. 2022, doi: 10.1016/j.jbusres.2022.04.068.

X. Zhang and X. Yu, “The Impact of Perceived Risk on Consumers’ Cross-Platform Buying Behavior,” Front Psychol, vol. 11, pp. 1–13, Oct. 2020, doi: 10.3389/fpsyg.2020.592246.