Important of e-CRM in Telecommunication Companies: A Case Study among UiTM Students

Abstract

Regardless of how intense the competition in industrial marketing becomes, only consumer loyalty provides consistent and long-term revenue growth for any type of firm. e-Customer Relationship Management (e-CRM) goes beyond traditional CRM by leveraging the internet, social media, mobile applications, and other online platforms to enhance customer engagement and experience.  The goal of this case study was to examine the relationship between e-CRM strategy execution and student loyalty in telecommunications companies among Malaysian’ UiTM Students. This study identified the e-CRM features that should be used by chosen telecommunications companies to increase student loyalty. As part of the e-CRM plan implementation, the study adapted and merged three features from earlier studies of e-CRM which were pre-purchase, at-purchase and post-purchase.  The surveys were provided at Universiti Teknologi MARA (UiTM) Peninsular Malaysia to the zone selected among the Faculty of Business Management students. Drawing on theoretical frameworks and empirical evidence, this case study provides insights into how telecommunication companies can leverage e-CRM to elevate their brand image, build customer trust, and foster long-term relationships. By understanding the significance of e-CRM as a catalyst for student loyalty enhancement, telecommunication companies can develop effective strategies to thrive in today's dynamic marketplace. Analysis of responses revealed that there is a significant relationship between e-CRM features and students' loyalty.  It is recommended that the telecommunication companies to keep providing the customers with the best quality of products and services throughout the implementation of e-CRM to enhance loyalty of students. As a result, telecommunication companies can remain as a competitive market player in the industry.  

Key words: e-CRM, University Student, Loyalty, Telecommuncation Companies