Impact of information system-based customer relationship management strategy, social media interaction on customer perception, satisfaction, loyalty, corporate image and purchase intention to XYZ cellular customers in Samarinda city

Abstract

This study aims to investigate the impact of information system-based Customer Relationship Management (CRM) strategy, social media interaction on customer point of view from XYZ cellular customers in Samarinda city, East Kalimantan, Indonesia. This study used Structural Equation Modeling-Partial Least Square (SEM-PLS) with two-step approach for second order confirmatory factor analysis from 246 customers as respondents. This paper found the direct and indirect impact of information system-based CRM strategy on variables related with customers such as perceived value, perceived service quality, customer satisfaction, customer loyalty, corporate image and purchase intention.