The Impact of Digital CRM Capabilities on Customer Satisfaction and Loyalty: Evidence from Gojek Users in Bekasi

This study examines the impact of digital customer relations management capabilities on customer satisfaction and loyalty among Gojek users in Bekasi. The study employed a quantitative approach with purposive sampling. The results demonstrate that digital customer relationship management capabilities, customer relationship upgrading capabilities, and customer win-back capabilities positively impact customer satisfaction. Customer satisfaction itself positively impacts customer loyalty. The results of this study are expected to provide input to Gojek management to improve customer satisfaction and customer loyalty through digital enhancements.