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Analysis Of The Influence Crm Dimensions On Employee-Based Brand Equity

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Názov: Analysis Of The Influence Crm Dimensions On Employee-Based Brand Equity
Autori: Wisnu Fiskal Saputro, Puspitaloka Mahadewi, Erlina
Zdroj: International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM); Vol. 3 No. 1 (2025): International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM) 2025; 1837-1848
Informácie o vydavateľovi: Universitas Negeri Jakarta, 2025.
Rok vydania: 2025
Predmety: crm organization, customer orientation, employee-based brand equity, knowledge management, technology-based crm
Popis: Indonesia is rapidly experiencing in last 5 years with transition from conventional to online transportation with the emergence of various well-known online applications such as Grab. To remain competitive, branding and customer relationship management are important marketing strategies for a company. This research aimed to examine the influence of CRM dimensions on employee-based brand equity among Grab online motorcycle taxi drivers in Jabodetabek. The methodology using quantitative study was built on previous research, with deductive and used a quantitative mono method where respondents were asked to rate each item according to a 1 to 5 likert scale. The number of respondents in this study required 210 respondents who had worked as Grab drivers for 1 year or more and made it their main profession. The research used multiple linear regression methodology to test the hypothesis with 4 independent variables: customer orientation, knowledge management, CRM organization and technology-based CRM which influence the dependent variable, namely employee-based brand equity. The result findings showed that all the hypotheses developed had been successfully proven, the dimensions of CRM had a positive effect, both partially and simultaneously, on employee-based brand equity. These results added to the literature on this topic and verified the importance of customer relationship management dimensions in influencing employee-based brand equity.
Druh dokumentu: Article
Popis súboru: application/pdf
ISSN: 3047-5767
DOI: 10.21009/isc-beam.013.139
Prístupová URL adresa: https://journal.unj.ac.id/unj/index.php/isc-beam/article/view/51888
Prístupové číslo: edsair.doi.dedup.....9150c906a48e0181ea783cf663d55b32
Databáza: OpenAIRE
Popis
Abstrakt:Indonesia is rapidly experiencing in last 5 years with transition from conventional to online transportation with the emergence of various well-known online applications such as Grab. To remain competitive, branding and customer relationship management are important marketing strategies for a company. This research aimed to examine the influence of CRM dimensions on employee-based brand equity among Grab online motorcycle taxi drivers in Jabodetabek. The methodology using quantitative study was built on previous research, with deductive and used a quantitative mono method where respondents were asked to rate each item according to a 1 to 5 likert scale. The number of respondents in this study required 210 respondents who had worked as Grab drivers for 1 year or more and made it their main profession. The research used multiple linear regression methodology to test the hypothesis with 4 independent variables: customer orientation, knowledge management, CRM organization and technology-based CRM which influence the dependent variable, namely employee-based brand equity. The result findings showed that all the hypotheses developed had been successfully proven, the dimensions of CRM had a positive effect, both partially and simultaneously, on employee-based brand equity. These results added to the literature on this topic and verified the importance of customer relationship management dimensions in influencing employee-based brand equity.
ISSN:30475767
DOI:10.21009/isc-beam.013.139