EFEKTIFITAS DALAM MANAJEMEN E-COMMERCE: MENINGKATKAN OPERASIONAL DAN KEPUASAN PELANGGAN
Keywords:
AI, E-commerce, CRM, Kepuasan Pelanggan, Manajemen OperasiAbstract
Literatur yang ada telah mengeksplorasi berbagai aspek manajemen e-commerce dan dampaknya terhadap pengalaman pelanggan serta loyalitas. Sebuah studi menyelidiki faktor-faktor kontingensi yang mempengaruhi hubungan antara e-satisfaction dan e-loyalty. Temuan studi tersebut menunjukkan bahwa motivasi kenyamanan dan ukuran pembelian dapat memperkuat dampak e-satisfaction terhadap e-loyalty, sementara inersia dapat menekan hubungan ini. Studi lain fokus pada analisis faktor-faktor kunci yang berkontribusi pada pengalaman pelanggan yang positif, keterlibatan yang meningkat, dan loyalitas yang lebih tinggi dalam konteks e-commerce. Studi ini menyoroti pentingnya strategi pemasaran digital dalam mempertahankan pelanggan yang sudah ada dan membangun loyalitas. Penelitian ini menunjukkan bahwa dimensi kualitas layanan, seperti desain, keamanan, dan privasi, sangat penting untuk meningkatkan kepuasan pelanggan dan keberlanjutan teknologi e-commerce. Oleh karena itu, perusahaan perlu memperhatikan berbagai aspek kualitas layanan untuk memenuhi harapan pelanggan. Selanjutnya, penelitian ini menunjukkan bahwa kualitas layanan logistik, khususnya kualitas pengiriman, memiliki dampak signifikan terhadap kepuasan pelanggan dan perilaku pembelian ulang. Hasil penelitian ini menunjukkan bahwa perusahaan yang mampu memberikan layanan logistik yang efisien dan berkualitas tinggi akan lebih berhasil dalam mempertahankan pelanggan dan meningkatkan loyalitas mereka. Terakhir, penelitian ini menekankan pentingnya pemahaman masalah rantai pasokan dan manajemen yang efektif untuk meningkatkan kepuasan pelanggan. Mereka mencatat bahwa manajemen yang baik dalam aspek seperti waktu pengiriman dan layanan pelanggan dapat mengurangi biaya dan meningkatkan kepuasan pelanggan secara keseluruhan. Dengan demikian, perusahaan yang ingin meningkatkan loyalitas pelanggan harus fokus pada peningkatan kualitas layanan dan nilai pelanggan.
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